In a side-show - or cider-show - to its global brewing bout with AB Inbev, Heineken is also eyeing a larger share of a market dominated by Distell, the maker of Hunter's and Savanna. SA is one of the world's biggest cider markets. Bigger even than the US, SA's appetite for the apple-based alcoholic beverage is second only to the UK. That is why Heineken is pushing in with Strongbow - the world's biggest cider brand. "Heineken SA sees a massive opportunity in this largely uncontested space, which has been owned by a single beverage company for more than 20 years," said Lance Dodgen, the company's marketing manager for international brands and cider. Strongbow's performance in SA was one of Heineken's global highlights last year, the company said in its annual report. And Heineken's Dodgen expects to see growth in the cider category because the drink's sweeter taste appeals to the South African consumer palate. But it faces a strong incumbent. Apart from a portfolio of wines and the g...

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