South Africa, Oct. 9 -- That approach has shaped the South African seltzer brand's retail journey, which began with a deliberately measured rollout and is now accelerating following its listing with Pick n Pay.

The listing gives Nawty Water national retail reach, taking the brand from a presence concentrated in KwaZulu-Natal 12 months ago to a significantly broader footprint. Further listings with Checkers Liquor and OK Liquor are expected to take the brand from 560 outlets to more than 1,000 during the summer period.

A post shared by Nawty Water Hard Seltzer (@nawtywater)

For Tones, however, the real challenge starts once those doors are open.

"We have taken things slowly on purpose," he says. "We saw brands come and then fall away, ...