Established in 2022, the Cheers Beverages company is a division of The Alternative Power (Pty) Ltd beverage company, producers of energy drinks, soft drinks, and energy bars to satisfy the unique demands of a diverse market. Cheers Beverages is proudly South African and is a new entrant in the alcohol production business, focusing on the ready-to-drink category.
As a brand, Cheers is about enabling authentic connections through celebrating originality, adventure, self-expression, and collaboration. Our interactions provide the means for our customers to express creativity and radical inclusivity in an inspiring way that is totally natural to them.
We aim to provide a sense of belonging, while encouraging the pursuit of originality because we believe that when two new people make a connection, it’s the spirit of friendship… when ideas are connected in completely new ways, it’s the spirit of innovation… when switching from the mindset of the individual ME to the collective US, then that’s where the magic happens.
The Cheers team is led by Marnis Leeb, an experienced hand in the alcohol industry, having worked his way up through the country’s biggest brands. A culmination that sees him heading a new product into a fiercely competitive market.
“We are very excited to introduce this brand, and it’s exciting range of flavours to the market”, said Leeb. “Off the back of a very successful and growing energy and soft drinks business, we felt that the time was right to venture into the alcohol space. Switch Energy Drinks are well known for their bold and out there flavours, so it was a natural fit for us to try that with the RTDs.”
Zhuraan Glade, who serves as Leeb’s 2IC, and heads up the brand’s marketing, is equally enthused by what lies ahead for Cheers in the near future.
“Our country is a melting pot of diversity, from the cultures, the ideas, the colours… everything about South Africa is just alive”, said Glade. “It’s with this in mind that we have positioned ourselves as a brand that is energetic, vibrant, and full of endless possibility. You see it in our flavours, all of them are totally unique and unexpected. The packaging of the products is also an expression of our creativity, and something that we feel speaks to our consumers, who are radically creative in their own right. As a brand, we are for everyone.”
Cheers enters the ready-to-drink space with six new spirit coolers!
With three exciting and unexpected flavours in the pre-mixed rum category – Banana & Guava, Coconut Cola, and Raspberry – Rumbo is the extroverted free-spirited beverage that brings the vibes to the party with a vibrant personality that comes from its creative and experimental taste profile that cannot be put into a box.
Bowman & Thomas is our crisp, cool, and refreshing offering in the gin category. With a Dry Lemon, or Vanilla Lime variant to choose from, you have an easily enjoyable new GINerational drink that is the perfect blend of sweet and zesty, and made just the way you like it!
The spirit of adventure captured in a can is epitomized by the Yagi Bomb, the perfect beverage for the weekly grinder who lets their hair down to have a good time and try new spots with their squad over the weekend. It’s something for those who aren’t really into sweet and colourful drinks, but look to enjoy something alternatively whether they’re the cold beer, cider or shot type.
Cheers Beverages is about celebrating SQUADSHIP and inspiring our customers to find their true flavour from our 6 new spirit coolers. We want to encourage them to “cheers” to true taste together, because, after all, you can’t Cheers alone!
