The Royal Eswatini Sugar Corporation (RES) has diversified its portfolio by launching a new product: rum. Spotted Horse, the name of the rum, marks the company’s bold entry into the beverage sector.
The launch, held at Edwaleni Farm Lodge, attracted business leaders, retailers, and cultural influencers, signaling RES’s move beyond its traditional sugar business. Zakhele Zulu, Head of Marketing and Logistics at RES, called the launch a “historic step” as the company transitions into the consumer market.
“This is the first time we are entering retail at this scale,” Zulu stated. “We are moving beyond our traditional core business into a finished product that reaches consumers directly. This is both exciting and challenging, but we are ready for the journey.”
Zulu emphasized that retailers and wholesalers are central to the rollout strategy. Licensing regulations only permit the company to sell to wholesalers and retailers, not directly to individuals, making partnerships with outlets like Pick n Pay essential.
“From Monday, our nationwide rollout begins, supported by various activations and promotions,” he said. “Our retailers are the real champions; without them, we haven’t achieved anything.”
The company has already engaged local wholesalers and retail chains since early August, securing commitments from major players. Marketing will include both above-the-line and below-the-line campaigns, utilizing newspapers, radio, digital platforms, and targeted TV slots limited to viewers over 18.
RES’s General Manager – Commercial, Mhawu Maziya, added that Spotted Horse reflects a strategic move to expand RESC’s reach. “This is about diversification and innovation,” he said. “While the local market is our foundation, our goals are global.”
Although establishing a strong presence locally remains the main focus, RES has its sights set on export markets. Zulu shared that discussions are ongoing with companies in France and Taiwan, and regionally, the focus remains on South Africa, with plans to expand into Kenya and beyond.
“This is not just a company product; it is a national ambassador,” Zulu explained. “We encourage every citizen to support Spotted Horse because it is about more than profit; it’s about creating opportunities, jobs, and positioning Eswatini on the global beverage map.”
A new company, officially registered under RES, has been tasked with leading the Spotted Horse initiative, though its name will be announced later.
The launch has been met with enthusiasm by local stakeholders. Melusi Zox Dlamini, Chairman of A Peculiar People, praised the project as a milestone for the local beverage industry. “This is long overdue. RES can produce in bulk and distribute internationally, making Spotted Horse a true game changer,” he said. “The beverage industry is huge, and having a local brand of this quality and scale is inspiring. The branding, bottling, and flavor are world-class. Spotted Horse is definitely going to make a difference.”
Cultural entrepreneur and CEO of the MTN Bushfire Festival, Jiggs Thorne, echoed this sentiment, linking the launch to national pride. “It’s incredibly important to celebrate local products that tell our own story,” he said. “RES’s move into spirits is a natural extension of sugar, and it’s exciting to taste a proudly Eswatini rum. It’s a proud moment for the country.”