New South African energy drink taking on R25 trillion market
Shesha, a new South African energy drink made from sugarcane juice, is a global first that is looking to take on the world’s R25.21 trillion non-alcoholic beverage market.
The drink has been developed by Womoba, a South African company and subsidiary of SA Canegrowers, which represents all growers in the local sugarcane industry.
Made from the juice extracted from raw sugarcane, the company’s Shesha energy drink claims to be a global first, produced like no other energy drink in the world.
Shesha is made from sugarcane stalks that are peeled and crushed to form the base of this naturally sweetened, fortified energy drink.
The Shesha cane juice factory is located in the heart of sugarcane country in northern KwaZulu-Natal, where workers hand-peel the selected cane before it is mechanically crushed and the juice extracted.
The company explained that this product supports job creation and economic growth in the province’s rural communities.
About 1,000 commercial growers deliver their crop to the industry’s 12 sugar mills each year, and more than 19,000 people depend on their sugarcane harvest to make ends meet.
“This is more than just an energy drink,” said SA Canegrowers board member Kiki Mzoneli. “It’s a story of South African ingenuity and resilience.”
“Every can of Shesha supports local jobs, sustains families, and strengthens rural economies in KwaZulu-Natal and Mpumalanga.”
Profits from Shesha will enable projects in KwaZulu-Natal and Mpumalanga to stimulate job creation and economic opportunity through the activities of SA Canegrowers.
The sole shareholder in the initiative, SA Canegrowers, represents all 24,000 small-scale and 1,200 large-scale South African sugarcane growers. It is driving efforts to diversify the industry beyond traditional sugar production.
The launch of Shesha marks a key step in this strategy to create new, sustainable revenue streams for growers and rural communities.
This initiative comes as South Africa’s sugarcane industry is facing severe challenges, with an influx of foreign sugar imports making local producers less competitive.
SA Canegrowers chairman Higgins Mdluli previously estimated that, for every ton of imported sugar that enters the South African market, the local sugar industry loses R6,000.
In 2023/24, 25,000 tons of sugar were imported from countries outside the Southern African Customs Union. A year later, this had increased fourfold to over 100,000 tons.
The drink trend taking the world by storm
According to the latest data from Grand View Research, the global non-alcoholic beverage market, excluding coffee, tea, and dairy-based drinks, was valued at around $1.46 trillion (R25.21 trillion) in 2023.
This segment encompasses products such as carbonated soft drinks, bottled water, fruit juices, energy drinks, and functional beverages.
It is projected to grow at a compound annual growth rate of 6.0% from 2024 to 2030, reaching an estimated value of $2.1 trillion (R36.26 trillion) by 2030.
Health and wellness trends are driving growth within this product category. South African drinks company, Pura, which has tapped into this low-sugar category, has seen tremendous growth.
“In the past 12 months in the United States alone, sales of beverages with 100% natural cane sugar have grown by more than 50% to over $600 million (R10.35 billion) in revenue,” said PURA CEO Greig Jansen.
“Consumers are becoming disillusioned with zero-sugar products that rely on synthetic sweeteners or sugar substitutes. They want the real thing, but less of it.”
The Shesha launch comes during this time when consumers are seeking smarter, healthier energy solutions.
The energy drink contains raw sugar juice made from high-sucrose sugarcane, Vitamins B3, B6, and B12, Guarana, ginseng, and Caffeine – the primary active ingredient in most energy drinks.
The company claims that sugarcane is rich in antioxidants, minerals and vitamins, making Shesha more nutritious than regular energy drinks. Shesha also contains 50% less caffeine than other energy drinks.
“Shesha is about doing something new and exciting with a crop we’ve known for generations,” Mdluli said.
“It’s proof that innovation can start right here at home – turning sugarcane into something fresh, relevant and proudly South African.”
Shesha
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