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  • 10 Apr 2020

Esprit partners with MCC for re-launch

Esprit partners with MCC for re-launch

Distell recently entered into a partnership with MCC to re-launch Esprit in South Africa with a conversion from paper to pressure sensitive labels.

Esprit is a range of 4.5 percent fruit-flavored beverage, reinventing familiar flavors with an unconventional twist and making them multi-faceted and exciting.

Esprit comes in three flavors - Mango with a twist of Chilli, Watermelon and Strawberry with a twist of Lime, and Blueberry and Basil with a twist of Hibiscus. 

‘The alcoholic drinks market is undergoing a lot of change, with cross-category exploration and a host of new flavors; flavored drinks are popular and on-trend,’ said Tania Kotze, Esprit brand strategy manager. ‘Esprit embraces the individuality of its target market by offering a range of unique flavors that are aligned with globally relevant flavor trends,” 

These variants are furthermore distinctive for their pressure-sensitive labels featuring striking iconography and colors. Harry Havenga, business development and marketing – Africa, said: ‘Traditionally, Esprit was decorated with a wet glue label and the switch to clear, pressure sensitive labels rocketed the brand to new heights.’

The South African consumer landscape is demanding and forever changing. MCC’s aim is to help their clients to differentiate their brands in this highly competitive market and to guide them successfully to new growth targets. 

Esprit was re-launched in 2019 and has been supported by a number of targeted campaigns across various touchpoints. 

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