This much loved SA tea brand expands its reach across the globe
One of South Africa’s most iconic ready-to-drink brands, BOS iced tea, is about to enter new territory. With its colourful packaging and fun marketing approach, it has fast become a favourite healthy beverage among children and adults alike.
William Battersby, Chief Executive Officer at BOS Brands, posted the following on Linkedin on Friday:
William revealed to Food24 that this giant shipment of rooibos is heading to China. BOS can currently be found in France, The Netherlands, Belgium and the United States (where it’s available online). They’ve also recently launched into Switzerland and Spain.
“We’ve noticed certain flavours are more popular than here,” says William. “And what we’ve picked up in the US is that our hot tea is outselling the iced tea, but I think in general the principle of the product is around the health benefits of rooibos. Overseas, there’s still a bit of education to be done but there’s definitely some movement happening.”
BOS is the brainchild of creative entrepreneur and brand architect Grant Rushmere, who also founded brands such as Afro Coffee, Striped Horse Premium Beer and Malachite Fynbos Gin. Grant believes that rooibos is undervalued culturally by South Africans because we’ve all grown up with it. “It’s one of the few things we can claim as our own,” he says. And echoes William’s comment about its incredible health benefits. If you’re wondering about the iconic lion and star design that forms part of BOS’s brand identity, Grant says it is inspired by African mythology and the lion’s gate – a cosmic alignment that occurs every year in the star sign of Leo.
BOS Brands has grown to include a variety of product lines including some enticing flavours that complement the rooibos, such as lemon, peach, watermelon and mint, berry, and lime and ginger. William says that the brand is set to launch some exciting new products in the hot tea beverages space – so keep an eye out.
What’s your favourite BOS flavour? Tell us in the comments below!
Images: BOS Facebook
