In a culturally affirming move, Savanna Premium Cider introduced the world to its first-ever Chief Dry Officer (CDO), Steve Jobe, soundtracked by none other than the South African Amapiano hit “Sukendleleni” by Jobe London & Mphow69 featuring Kamo Manje. The 2019 anthem (chanting the name “Jobe” throughout) not only topped charts during the peak of the Amapiano wave but also played a defining role in exporting South African rhythm to global ears. Its inclusion here is more than a nod, it’s a stamp of just how influential South African culture has become on the world stage.
The World’s First Chief Dry Officer
Mzansi’s number one cider isn’t just leading the global charts, it’s 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 — as the brand’s first-ever Chief Dry Officer (CDO).
But this isn’t your average executive appointment. Steve Jobe is not a corporate suit — he’s a character, a curator of crispness, and the embodiment of Savanna’s famously dry outlook. He’s here not to reinvent the wheel, but to protect what’s already perfect: a cider that’s dry, witty, and proudly unchanged.
Meet the Don Dada of Dry
Clad in a signature yellow turtleneck, tailored pants, dad sneakers, and retro round glasses, Jobe carries the confidence of a man who knows what works — and wants to keep it that way. You might spot him giving unsolicited advice to the “Department of (Unnecessary) Innovation,” or dropping pearls of dryness at a market with the swagger of someone who’s never needed an upgrade.
“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,” says Steve Jobe.“Because when you are already crisp, dry, perfect, changing a loved formula just sounds like a bad idea.”
Not About Hype. All About Heritage
For nearly 30 years, Savanna Dry has held its ground as South Africa’s go-to cider. Crafted from juicy apples, expertly fermented until dry, cold filtered, and finished with a toasted oak essence, it’s a taste that needs no tweaking. Served ice cold with a lemon wedge in the neck — that’s the way it’s been, and that’s how Steve Jobe intends to keep it.
“Savanna Dry has never been about noise,” says Chante Neumann, Savanna’s intrinsic strategist.“Steve Jobe is not just our CDO, he is what we call the guardian of dry.”
Cultural Crossover at its Crispest
The use of “Sukendleleni”, an early Amapiano classic whose pulsating rhythm and repetition of “Jobe” helped catapult the genre to mainstream dominance, is no coincidence. It fuses South Africa’s music innovation with Savanna’s cultural relevance, confirming once again that Mzansi is the moment. The track’s roots in South African culture, its infectious groove, and its longevity make it the perfect sonic match for Steve Jobe’s arrival.
Dryness, Delivered
Steve Jobe’s rollout will be pure Savanna: dry, witty, and straight to the point. From PSAs on unnecessary innovation to monologues on dryness under pressure, his presence will elevate the brand’s voice while preserving its soul. Expect sharp one-liners, zero fluff, and a commitment to the crisp, dry perfection that fans love.
Follow his dry journey on @savannacider and through the hashtags #SiyavannaSA and #CrispDryPerfect.
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