The South African drinks company taking the United States by storm

South Africa’s PURA Beverage Company is gaining traction in the United States with its healthier, low-sugar sodas, reflecting growing global demand for clean-label drinks.

On Wednesday, 4 June, PURA joined South Africa’s Pop Co, an ice pop maker, for a celebratory product pairing at the United States Consulate General in Cape Town’s annual Independence Day celebration.

This County Fair-themed event was held at the United States Consul General’s residence. The company explained that the pairing was a symbolic moment for the South African beverage brand responsible for redefining the global soda market.

PURA’s participation in the event highlights the brand’s increasing momentum in the United States, where demand for real, better-for-you beverages has skyrocketed.

The company has quickly become a South African staple and is widely available nationwide in grocery retailers and restaurants, including Vida e Caffe. The company also offers a juice box range targeted towards children.

It was voted product of the year for innovation for 2020 in the cold beverage category and the best-tasting non-alcoholic beverage for 2019.

Headquartered in Cape Town, PURA Soda is now available in 13 countries, including the United States.

PURA has benefited from a consumer who is increasingly disillusioned with artificial sweeteners and zero-sugar shortcuts.

“PURA’s simple promise – less sugar, more taste, and zero nonsense – has found fertile ground at home and abroad,” they said.

According to PURA, the pairing at the recent Independence Day celebration showcased its collaborative spirit and its commitment to transatlantic innovation.

“In the past year alone, sales of beverages with 100% natural cane sugar have jumped by over 50% in the United States, reaching more than $600 million (R10.64 billion) in revenue,” said Greig Jansen, CEO of PURA, at the American-hosted event.

“PURA anticipated this global shift nearly a decade ago. We’ve always believed that consumers deserve real ingredients and great taste, and we’re proving that soda can be delicious while contributing to your overall wellness goals.”

International growth

With growing distribution across major United States retailers and an ambitious plan to increase shelf velocity, the product tasting reinforced PURA’s mission to become the world’s next beverage unicorn.

“The United States has been a phenomenal market for us, and we don’t take that for granted,” Jansen added.

“The event was not just a brand activation but a gesture of gratitude. We value our relationship with the United States deeply, and we’re committed to growing that partnership with purpose, pace, and positivity.”

Stacy Barrios, spokesperson for the United States Consulate General in Cape Town, explained that the world’s largest economy is committed to engaging African nations as commercial partners and prioritising investment to drive mutual prosperity.

“That means facilitating private sector cooperation and growth,” Barrios said, adding that PURA is interested in trade partnerships, investment and dedication to bold innovation.

This makes it a great partner for advancing commercial diplomacy between our two nations. This results in a product that resonates well with American consumers.

“We’re proud to showcase PURA and their American partnership here in Cape Town today,” Barrios added. Beyond product innovation, PURA is also a certified sustainable business.

With operations spanning Southern Africa, Europe, the Middle East, and North America, the company continues to expand into new global markets.

It has had some success in the US market so far, with it crossing $1 million in sales on its launch day, attracting interest from American retailers, including the likes of Walmart, Target, Whole Foods, and Costco.So far, it has gotten its products on the shelves of Target.