For me, Brutal Fruit is more than a product. It’s proof of what happens when we treat innovation not as a bolt-on function, but as a way of life. As Vice President of Beyond Co, Insights and Innovation at SAB, I’ve had the privilege of helping shape one of South Africa’s most iconic brands into something deeply resonant—something women don’t just drink, but identify with.
Innovation Is a Discipline
At SAB, we don’t chase fads. We chase meaning.
Innovation, to us, is not about the next shiny thing. It’s about clarity, discipline, and emotional relevance. It starts with deep insights—sometimes pulled from trend reports or social listening, sometimes from sitting quietly with a gut feeling—and is shaped by a rigorous process of testing, failing, learning, and refining.
When we set out to reinvent Brutal Fruit, we weren’t just asking what women wanted to drink. We were asking: How do women want to feel? The answer wasn’t about flavour or format. It was about creating a sense of celebration, sophistication, and shared experience.
One of our earliest campaign visuals showed one bottle of Brutal Fruit, paired with four very different glasses. It was simple, but powerful—reflecting the diversity of our drinkers and the flexibility of the moment. That image has since become iconic. Today, Brutal Fruit isn’t just a drink. It’s a ritual. An invitation. A reminder of a beautiful life.
From Local Favourite to Global Force
Brutal Fruit has become a quiet powerhouse—not by shouting, but by resonating.
It’s proudly South African, but it’s also increasingly global, connecting with women across cultures who are looking for more than just refreshment. They want elegance. They want emotional connection. They want a drink that feels as considered as they are.
That’s the magic of true innovation. It doesn’t just launch a product. It starts a conversation—and in Brutal Fruit’s case, a movement.
The Grit Behind the Glamour
People often think innovation is glamorous. But behind every beautiful brand moment is a grind. Brutal Fruit wasn’t born overnight. It took years of reimagining—from refining the perfect pour, to designing every touchpoint with intention, to staying close to the signals from the market and culture.
Some ideas arrive fully formed. Others take time. And when we’re not sure, we go small: prototype, test, tweak, repeat. Innovation is iterative. It’s uncomfortable. But it’s always worth it.
That mindset—grit and grace, guided by purpose—is what drives my team. We’re a mix of analysts, creatives, cultural chasers and technical minds. Together, we push boundaries while staying rooted in what matters: relevance, connection, and impact.
Innovation Is Personal
For me, innovation is not just a job. It’s a lens I carry everywhere.
At home, I’m constantly tinkering—half-baked ideas, creative experiments, the occasional garden project (yes, even hops). I get that curiosity from my dad. But I get my perspective from my daughter. She reminds me that this work isn’t just about the next quarter—it’s about the next generation.
With Brutal Fruit, we built something that speaks to both: a brand that delivers now, and a legacy that can last.
What’s Next?
The future of Brutal Fruit is bright. It’s already breaking ground in new markets, and we’re just getting started. Because at SAB, we don’t wait for the future—we brew it.
Innovation isn’t a campaign. It’s a commitment. To stay curious. To lead with empathy. To make things that matter.
And as long as I’m in this role, I’ll keep asking the questions that got us here:
What if? Why not? What’s next? DM
Author: Leanne Martin, Vice President of Beyond Co, Insights and Innovation, SAB