Hunter’s Is Betting That Refreshment Is More Than Just a Flavour
South Africans don’t just choose drinks—they choose moments. Whether it’s a braai with friends, a rooftop sunset, a music festival or a spontaneous weekend catch-up, the drink in your hand often becomes part of the experience.
That’s exactly the space Hunter’s is aiming to own with the launch of its new Hunter’s ICED range.
Rather than simply introducing two new flavours, the brand is positioning ICED Watermelon and ICED Apple as a different kind of refreshment—one built around a distinctive cooling finish designed to make every sip feel a little more immersive.
A Sensory Upgrade for Social Moments
The beverage market is packed with brands promising refreshment, but Hunter’s is taking a slightly different route.
Instead of focusing purely on flavour, the new ICED range introduces a cooling sensation that lingers after every sip, creating a more sensory drinking experience.
For a generation constantly chasing memorable experiences—whether through music, fashion, food or travel—that extra layer matters. It’s no longer just about what something tastes like. It’s about how it feels.
The range launches with two flavour options.
ICED Watermelon combines sweet, juicy watermelon notes with an icy finish, while ICED Apple builds on Hunter’s familiar crisp apple profile before delivering its signature cooling sensation.
Turning Advertising Into an Experience
Perhaps the most interesting part of the launch isn’t only what’s inside the can or bottle.
Hunter’s is rolling out its new “Refresh Ahhh” campaign, designed to blur the line between advertising and real-world interaction.
Instead of relying solely on traditional billboards and television commercials, the campaign introduces interactive outdoor experiences where consumers can engage with the brand and unlock rewards.
It’s a reflection of how brands are increasingly competing for attention—not through louder marketing, but through experiences people actually want to participate in and share online.
Supported by television, digital platforms, outdoor advertising and nationwide sampling activations, the campaign signals one of Hunter’s biggest marketing investments in recent years.
Why This Matters
South Africa‘s lifestyle scene is evolving quickly.
Consumers are looking beyond products and expecting brands to deliver culture, creativity and moments worth remembering.
Hunter’s ICED taps directly into that shift by pairing flavour innovation with interactive storytelling.
Whether it becomes the next must-have cooler-box essential remains to be seen, but the strategy feels aligned with a generation that values experiences just as much as products.
Available nationwide from 1 August 2026, Hunter’s ICED is sold in 500ml six-packs with a recommended retail price of R115, while 660ml returnable bottles retail for around R23.
As always, Hunter’s reminds consumers that the range is intended for adults aged 18 and older and should be enjoyed responsibly.
