NASTY ENRG LAUNCHES IN SOUTH AFRICA
NASTY ENRG (Pty) Ltd is proud to launch NASTY ENRG, a bold new energy drink designed to fuel the daily hustle of South Africans.
“NASTY ENRG isn’t about celebrity endorsements or attention-grabbing stunts - it’s a tribute to regular people who show up, stand tall, and push forward every single day,” said Azhar Zainal, Chief Marketing Officer at NASTY ENRG. “These everyday heroes deserve a bit of enjoyment in their daily routine. Working closely with our local South African partners, we crafted a solution powered by the World’s Tastiest Flavours™, rich in sustained energy, and rooted in the real stories of the community.”
The launch introduces the PULSE Series line-up under the slogan “CONQUER YOUR WORLD,” a brand promise delivered through the following features:
· Six Signature Flavors: Precision-crafted for bold taste and instant refreshment.
· Enhanced Performance: Powered by Guarana and Taurine for sustained natural energy and focus.
· Mental & Physical Resilience: Fortified with B-Vitamins to support metabolism and stress management.
· Refreshed Visual Identity: A sleek new logo and can design built to stand out on any shelf.
The Sandton launch event, hosted at Net Set Padel on the Sandton City rooftop, featured the exclusive premiere of the ENRG Short Film featuring amapiano artist UNCOOL MC, officially marking the beginning of a nationwide campaign dedicated to celebrating local heroes, community leaders, entrepreneurs, and the hard-working individuals who drive South Africa’s progress. The event brought together a distinguished group of South African content creators (Naquueda, Tyron, Libho Geza, Advise Langa, Tshia Smith), celebrities (Lethabo Mekoa, Sicelo Buthelezi), artists (Money Badoo, DJ Stopper, Phantom Steeze) and members of the media across print, radio, podcast, and digital platforms. Guests were also treated to live performances by Uncool MC, Uncle Partytime, DJ Slim, and other notable acts, adding dynamic energy to an evening that reflected the ambition, resilience, and bold spirit that NASTY ENRG represents.
NASTY ENRG was established to provide a fresh offering for consumers in South Africa’s fast-growing energy drinks segment. It operates independently with no commercial affiliations to NASTY Worldwide, a global ENDS (Electronic Nicotine Delivery Systems) solutions provider which markets smoking-cessation products in over 80 countries.
“Over the past decade, NASTY built a global reputation for producing innovative, bold, and unique flavours,” Azhar added. “With ENRG, we borrowed from that expertise to create a new type of energy drink driven by flavour. Consumers will love it on the strength of the taste alone, while receiving the liquid boost they need to fuel their grind.”
“Above all, NASTY ENRG is a fun, easy-going brand dedicated to crafting solutions that provide value and satisfaction. That’s the simple objective in everything we do. So, if you crack open an ice-cold can of ENRG and it puts a smile on your face, then our job’s done.”
NASTY ENRG is available from select local retailers now for a recommended retail price of R14,99.