Orijin Marula brings flavour, enjoyment under the sun
South African made gin beverage Orijin Marula recently hosted the Breakfast Club Experience as part of the brand’s series of activation at 012 Central in the capital Pretoria, as it introduced the brand to its targeted consumers and what it offers. Orijin Marula is one of South Africa’s beverages infused with the blends of botanical and marula flavors, to bring that unique taste one can lookout for.
The beverage brand Orijin Marula pronounced as “jin” instead of the normal “gin” as it has been always the case with other brands is targeting the LSM 5-8 with a mix of young generation that enjoys finer things in life and the brand is sure to provide exactly that experience.
Talking to THEDEAL Magazine, Diageo’s Innovation Marketing Manager Refiloe Moswane says the beverage is 35% abv which does not make them 100% the usual type of gin which makes it more enjoyable bu the said target market they have identified as the brand.
“We’re a gin brand with a “j” and we did that deliberately as we wanted to define who we are, we are not shy that we’re shot of that “g”. We don’t conform to whats happening to this congested gin market, so we as the brand we’re different and we love being different and that what we want people to know us as.”, said Refileo Moswane, Innovation Marketing Manager at Diageo.
Orijin Marula ensured it brought the A-listers when it comes to the crowd it aims to attract, from media personalities to a cool crowd of young people who enjoy quality time under the sun, while sipping on the refreshing Orijin Marula. Started about a year ago and launched in march, the brand invested in ensuring it focuses on the right market, fuses in the right flavours that can be enjoyed by the masses of young people thet’re targeting.
On decks was Dj Lameiz, which the brand has partnered with – got the entire house on fire with a mix of jams she had prepared and pulled for the guests in attendance at the recent activation in Pretoria. Orijin Marula is currently available at liqour stores across the country, at a very affordable price. The brand positions itself as a preferred and most talked about brand within the targeted LSM range of consumers.
On the future plans for the brand and where its gong, Moswane said, “We want people to know us, we want the tavern owners, grocery stores to know us. Its not just about the consumer, but also to convince the outlets owners to stock us – for our consumers to be able to conveniently access our brand, and I want that to convert to sales.”, concluded Moswane.
With a possibility of a COVID19 3rd wave hitting the country this winter, the brand’s growth may be compromised if and when government imposes stricter restrictions to limit the spread of the virus. Orijin Marula has presence in Nigeria and Ghana, with brand ambassodors currently on tour across the continent Africa.
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