(3 Minutes Read)
Shesha, a groundbreaking South African energy drink made from pure sugarcane juice, is setting its sights on the world’s R25.21 trillion (USD 1.46 trillion) non-alcoholic beverage market.
Developed by Womoba, a subsidiary of SA Canegrowers, the drink is being hailed as a global first — an energy beverage made directly from raw sugarcane juice, offering a naturally sweetened, nutrient-rich alternative to conventional formulations.
Produced in northern KwaZulu-Natal, the Shesha facility sources cane from local growers, where each stalk is hand-peeled and crushed to extract the juice that forms the drink’s base. The project supports rural job creation and economic growth, benefiting thousands who depend on sugarcane farming across KwaZulu-Natal and Mpumalanga. “This is more than just an energy drink,” said Kiki Mzoneli, SA Canegrowers board member. “It’s a celebration of South African ingenuity and resilience. Every can of Shesha helps sustain families and strengthen rural communities.”
Profits from the brand will be reinvested into projects that expand employment and economic opportunities for the 24,000 small-scale and 1,200 commercial sugarcane growers represented by SA Canegrowers.
Shesha’s launch marks a key step in the industry’s diversification strategy — a necessary move as local producers battle rising imports that have weakened South Africa’s sugar market competitiveness. Imports jumped from 25,000 to over 100,000 tons in just one year, costing the local industry an estimated R6,000 per ton in lost value.
Globally, the non-alcoholic beverage sector — excluding coffee, tea, and dairy-based drinks — is projected to grow to $2.1 trillion (R36.26 trillion) by 2030, driven by consumer demand for healthier, more natural options. Shesha aligns with this shift, catering to health-conscious consumers seeking authenticity over artificial sweeteners.
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Made from high-sucrose cane juice and enriched with Vitamins B3, B6, B12, Guarana, Ginseng, and Caffeine, Shesha offers the energizing kick expected from an energy drink — but with 50% less caffeine and added nutritional benefits from cane’s natural antioxidants and minerals. “Shesha is about reimagining what our sugarcane can do,” said SA Canegrowers Chairman Higgins Mdluli. “It’s proof that innovation can start at home — transforming a traditional crop into something modern, meaningful, and proudly South African.”
