In November 2008, SAB Miller launched the new colourful and striking brand presentation of Brutal Fruit created by Claessens|Cartils.

Through the development of a unique and a dynamic label style, Brutal Fruit gained appeal for the trendy, fun loving, vibrant and energetic social female consumers. The new design is perceived as fun and innovative, highlighting the premium image of the product. Since 2002 Brutal fruit is available in the South African Spirit Cooler market, which is characterized by fierce competition and rapid evolution.

The mix of fruit juice and 4,5% alcohol was introduced to meet the needs of the dynamic consumer and to tap into the growth of the fruit alcoholic beverage segment. With the new design, which includes all five flavours, Brutal Fruit should be able to in strengthen its position for the coming years.