Nawty Water Secures Pick n Pay Liquor Listing

The South African hard seltzer brand is expanding its national retail presence to over 500 store locations.

Updated on Oct. 24, 2026 in Beer

Nawty Water Secures Pick n Pay Liquor Listing

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Nawty Water, a local hard seltzer brand, has officially secured a distribution listing with Pick n Pay Liquor. The products are now available for purchase across more than 500 retail outlets throughout South Africa.

Why it matters

The expansion marks a significant scaling milestone for the brand, which was built from the ground up by founders seeking to address a gap in the market for low-calorie alcoholic beverages. It highlights the transition from a niche startup to a widely accessible consumer product.

The brand is currently stocked in more than 500 retail outlets across the country. During the initial growth phase, founder Jason Reid operated without an income for six months to sustain the business.

The players

Michael Tones

He is one of the co-founders of the hard seltzer brand Nawty Water.

Jason Reid

He is a co-founder of Nawty Water who previously worked without income for six months to help scale the company.

Pick n Pay Liquor

It is a major South African retail chain that now carries the Nawty Water product line.

The details

Founders Michael Tones and Jason Reid developed the concept after identifying a demand for lower-calorie drink options and quickly trademarked the brand name. To finance the venture, the duo made significant personal sacrifices, with Tones selling his home and Reid selling his vehicle to provide startup capital.

Grade 9: The period when the founders first discussed becoming business partners.
October 2026: The month when Nawty Water secured its listing in Pick n Pay Liquor.

Culture Shift

Nawty Water capitalises on the documented global shift in consumer preference toward low-calorie and health-conscious alcoholic beverages. This expansion reflects a wider societal movement where drinkers are increasingly prioritising lighter, health-aligned product alternatives.

Shoppers across the country can now find the brand in local retail stores, making the low-calorie beverage more accessible for routine purchasing. Consumers interested in lighter drink options will notice an increased presence of the local brand on store shelves.

The takeaway

Starting a brand often requires significant personal investment and long-term commitment from the founders. Entrepreneurs looking to launch new products can learn from the strategy of proving a model at a smaller scale before attempting national retail distribution.