Savanna introduces the world’s first Chief Dry Officer (CDO).

On image: Steve Jobe – Chief Dry Officer Savanna Premium Cider.

Savanna Premium Cider, South Africa’s leading cider brand and the world’s number one cider by volume, has announced the introduction of a new brand custodian role, the Chief Dry Officer (CDO). This appointment underscores the brand’s commitment to preserving the distinctive crisp, dry taste that has made it an icon in South Africa and beyond.

The role will be embodied by Steve Jobe, a character created to personify Savanna’s dry outlook and to serve as the “guardian of dry.” With his bold persona, Jobe will ensure that Savanna remains true to its long-standing promise: delivering a consistently premium product without unnecessary change.

Since its launch in 1996, Savanna has maintained an unwavering focus on quality and consistency. Using only the finest apples, expertly fermented until dry, cold-filtered until crisp, and infused with a uniquely crafted toasted oak essence, Savanna has created a formula that has remained unchanged for nearly three decades.

“For almost 30 years, Savanna Dry has offered consumers the same unmatched taste profile,” explains Chante Neumann, Intrinsic Strategist at Savanna. “The introduction of the Chief Dry Officer reinforces our dedication to protecting that heritage. Steve Jobe embodies our philosophy that some things should remain constant when they are already perfected.”

The appointment comes as Savanna continues to expand its global footprint. Available in over 60 countries, the brand is not only South Africa’s top-selling cider but also the largest cider brand globally by volume, according to IWSR 2024. Its continued international success reflects the strength of its positioning and the loyalty of its consumers.

While unconventional in title, the Chief Dry Officer role reflects a serious commitment to brand guardianship. Jobe’s mandate is to serve as the voice of the brand’s consistency, emphasising its “crisp, dry, perfect” credentials in a market often driven by constant innovation and change.

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“Consumers today are surrounded by products promising upgrades and reinventions. Savanna stands apart by proving that excellence lies in consistency. Steve Jobe’s role is to safeguard that promise,” says Neumann.

With the launch of this new campaign, Savanna signals its intention to remain steadfast in its core values while continuing to engage consumers through distinctive, intelligent brand storytelling. The introduction of the Chief Dry Officer strengthens Savanna’s positioning as not only a category leader but also a brand deeply committed to preserving its heritage of quality and authenticity.

Savanna Premium Cider remains committed to responsible consumption and offers its range, including the alcohol-free Savanna 0.0% variant, for adults over the age of 18.

Keep an eye on @savannacider and follow the hashtags #SiyavannaSA and #CrispDryPerfect to meet Steve Jobe in action.