Dutch fruit and vegetable sector players Nic Jooste and Kees Rijnhout have embarked on a new adventure. On September 6, they launched their Selati brand at the Perfect Serve Barshow Amsterdam, winning a gold medal right away. This sustainability-infused brand is produced in South Africa, close to the Kruger Park game reserve.
Flavor safari through the Kruger Park in South Africa
There is no doubt that 'alcohol-free' is gaining popularity. With Selati, a non-alcoholic spirit, Jooste and his partners are pushing that limit even further. Made from special ingredients of fruits, spices, and herbs from the Kruger Park region, the new brand introduces itself with three variants: Selati Sunset, African Summer, and African Savannah. These all taste different but have one thing in common: they bring complexity to cocktail or mixes.
Selati is named after the Selati river that transverses the Kruger Park, from where founder Nic Jooste hails. The area's captivating colors, flavors, and scents led to the idea of capturing that in a drink. Jooste joined forces with taste professionals Tess Posthumus, Lennart Deddens, Kees Rijnhout, and Nik Noordermeer. Together they traveled to the South African game reserve.
There they created a (then unknown) non-alcoholic distillate using local ingredients. "Our product being non-alcoholic makes it accessible to everyone. We managed to create a non-alcoholic spirit from the best natural ingredients using different fruits. Yet, it has the complexity and flavor you expect from an alcoholic distillate," says Jooste.
Supporting the Kruger Park
"But it's about more than just flavor. The drink is inextricably linked to protecting a beautiful heritage, the Kruger Park," continues Kees, chairman of the Kruger Park Wildlife Foundation. "Including its flora, fauna, and local people. Selati supports that by setting up sustainability projects at various levels, like stopping the poaching of endangered rhinos in cooperation with the Honorary Game Rangers. Selati also provides care centers in and around the Kruger Park with small libraries."
Three flavors
As mentioned, Selati boasts three unique flavors variants. These are complex and strong, not to be enjoyed on their own. They are perfect for mixing with fruit juice or (fruit) cocktails.
- Selati African Summer: watermelon, citrus, and pomegranate
- Selati Arican Sunset: marula, rooibos, citrus, and pink pepper
- Selati African Savannah: rosemary, oregano, thyme, and citrus
The bottle labels' designs are a tribute to the indigenous art of the people of South Africa, particularly the Venda tribe of Limpopo.
Corporate gifts
Jooste and partner, Cocktail Box have put together a special series of promotional gifts, especially for the fruit and vegetable sector. Each 'Selati Cocktail Box' contains one 750ml bottle of Selati of your choice. It also boasts a professional cocktail shaker, bar measure, cocktail spoon, and various ingredients (with recipes) for you to create great cocktails. Each product also has a custom playlist on Spotify. Plus, there is plenty of room for customization. You can, say, add your own product (think pineapple or citrus fruit) to the cocktail box.
For more information:
Nic Jooste
Selati
Mob: +31 (0) 654 906 742
Email: [email protected]