Nawty Water lands Pick n Pay listing as South African hard seltzer expands
Nawty Water lands Pick n Pay listing as South African hard seltzer expands. South African hard seltzer brand Nawty Water has expanded its retail footprint through a new listing with Pick n Pay, giving the independent brand access to a broader consumer market.
Founded by Michael Tones and Jason Reid, Nawty Water has focused on building its brand through a community-led approach, prioritising consumer connection and loyalty before pursuing wider distribution.
The Pick n Pay listing represents the next stage of that strategy, allowing the brand to move beyond its existing community and reach consumers through an established retail network.
“It’s not marketing speak. It’s written into the company’s internal manifesto: ‘Community first. Brand protected. Sales follow,’” Tones said.
He described the listing as a significant moment for the business after the founders spent time building the brand from its community base.
“We never wanted to manufacture hype or chase distribution for the sake of saying we were everywhere. We wanted people to want Nawty first. This listing feels like the next natural step,” Tones said.
The expansion also brings a focus on maintaining the brand identity that the founders say has shaped its development.
Tones said there could be a temptation for brands to change their approach after securing major retail listings, but Nawty Water intends to maintain its existing strategy.
“There’s always a temptation when you get a big retail listing to suddenly start behaving like a big corporate brand,” he said. “We’re not interested in that. We want Nawty to get bigger without becoming less Nawty.”
The company’s approach centres on community engagement, retailer relationships and building repeat consumers rather than relying primarily on price, manufactured scarcity or short-term promotions.
The Pick n Pay listing comes as the brand enters the summer trading period. Nawty Water said its increased retail presence creates an opportunity to reach new consumers while continuing to build on the community-led identity established by its founders.
