Johannesburg, South Africa. 10 September 2025: Mzansi’s number one cider isn’t just leading the
global charts, it is rewriting them. Savanna, the crisp and dry cider loved for nearly three decades, has
officially appointed Steve Jobe, the lepara of juicy apples, the pharaoh of fermenting, the Don Dada of
Dry… and the first Chief Dry Officer ‘CDO’ at Savanna Premium Cider.
This is not a boardroom appointment in the usual sense. Steve Jobe is a character with a clear purpose,
the personification of Savanna’s famously dry outlook. Crisp, witty, and proudly resistant to unnecessary
change, he is the playful guardian of all things crisp, dry, perfect, and he’s here to keep the brand’s
premium taste promise alive in a way only Savanna could.
Dressed in his bold yellow turtleneck, perfectly pressed pants, dad sneakers, and retro round glasses,
Steve Jobe has that eccentric, keynote speaker energy, minus the corporate jargon. You might catch him
delivering his typically dry advice at the office, debating the ‘Department of (Unnecessary) Innovation’ or
browsing a Sunday market with the confidence of someone who already knows what works. He insists on
keeping things consistently crisp and dry and reminds anyone who will listen that change is for things that
aren’t already perfect.
‘The world is obsessed with change. I am obsessed with making sure nothing changes when it comes to
South Ahh’s official-unofficial national bev. Because when you are already crisp, dry, perfect, changing a
loved formula just sounds like a bad idea.’ says Steve Jobe, Chief Dry Officer at Savanna.
With his crisp humour and zero-fluff philosophy, Jobe isn’t here to follow hype, he is here to remind South
Africans of one simple rule: this is one apple product that never needs an upgrade.
‘Savanna Dry has never been about noise,’ says Chante Neumann, Savanna’s Intrinsic Strategist. ‘For
nearly three decades, Savanna Dry has delivered the same unmatched taste using juicy apples, expertly
fermented until dry, and cold filtered until crisp, with a uniquely crafted toasted oak essence for that
distinct crisp and dry taste, best served ice cold with a lemon wedge in the neck. Steve Jobe is here to
make sure that never changes. He is not just our CDO, he is what we call the guardian of dry.’
That signature taste has made it South Africa and the world's number one cider and one of the country’s
most iconic drinks. And now, with Steve Jobe steering the ship of dryness, the brand is more confident
than ever in its mission to stay true.
Jobe will make his official debut in true Savanna style: crisp, witty, and straight to the point. Expect
mindful monologues on ‘dryness under pressure,’ PSAs of unnecessary innovations, and plenty of dry
one-liners that cut straight to the crisp. He is here to show Mzansi why some things should never change.
Keep your eyes on @savannacider and follow the hashtags #SiyavannaSA and #CrispDryPerfect to
meet Steve Jobe, the world’s first Chief Dry Officer. He is here, he is dry, and he is preserving perfection.
Click here to Meet Steve Jobe
END.
About Steve Jobe – Chief Dry Officer, Savanna Premium Cider
Steve Jobe the lepara of juicy apples, the pharaoh of fermenting, the Don Dada of Dry. He eats, sleeps
and breathes dry, which makes him the perfect Chief Dry Officer ‘CDO’ for Savanna. This isn't some
cushy corporate gig; it's a 24/7 mission to keep Savanna crisp, dry, perfect and completely unbothered by
unnecessary trends. Armed with a yellow turtleneck and a ‘hands-off-the-recipe’ attitude, he's the
guardian your cider didn't know it needed. His motto? ‘The juiciest apples fermented until dry, cold-
filtered until crisp, with uniquely crafted toasted oak essence. Call that three decades of preserved
perfection.’
About Savanna – “It’s dry, but you can drink it.”
Savanna is a premium, crisp apple cider with a distinctive dry taste. It is the largest cider brand in the
world by volume, according to IWSR 2024, and is available in over 60 countries. Since its launch in 1996,
Savanna Premium Cider has won consumers’ hearts and funny bones with its intelligent, dry, and witty
sense of humour.
Savanna Takes Responsible Drinking Seriously
Savanna Premium Cider is a South African brand designed for adults over the age of 18. We promote the
responsible use of the Savanna brand by complying with the code set out by the South African
Association for Alcohol Responsibility and Education, supported by the Heineken Global Policy for
Alcohol Responsibility. The Savanna range, including the Savanna 0.0% Alcohol-Free variant, is
designed for and promoted to adults over the age of 18. We take responsible drinking very seriously and
always encourage our fans to do the same.