Darnall has added a modern twist to that old saying “cane for the pain” by updating it to “cane for the gain” with a new locally made energy drink, Shesha, that hopes to revitalise the embattled sugar industry.

Shesha, which means “fast” or “hurry up!” in Zulu, is the world’s first energy drink made from raw sugarcane juice. Sugarcane stalks are peeled and crushed to form the base of this naturally sweetened, fortified beverage.

Produced in Darnall and canned in Thornville near Pietermaritzburg, Shesha is part of South African Canegrowers’ broader strategy to diversify the struggling sugar sector.

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The organisation, sole shareholder in the initiative, hopes the product will help generate new, sustainable revenue streams beyond traditional sugar production.

The launch comes as the industry faces mounting pressure, currently losing R7 600 per export tonne, with prices at a ten-year low.

Thomas Funke, CEO of South African Canegrowers, said the organisation has spent over a decade researching alternative income sources, from sanitary pads and cane juice to ethanol-based biofuels.

“The industry is in trouble, especially with cheap imported sugar and losses on exports. We need to diversify and come up with alternatives; we needed something unique,” said Funke.

Kiki Mzoneli, board member of SA Canegrowers, described Shesha as a story of South African resilience.

“Every can of Shesha supports local jobs, sustains families and strengthens rural economies in KZN and Mpumalanga,” said Mzoneli.

Shesha is produced by Womoba, a wholly owned subsidiary of SA Canegrowers. All profits will be used to fund rural development projects.

The launch also aligns with changing consumer preferences. According to SA Canegrowers, sugarcane is rich in antioxidants, minerals and vitamins, making Shesha a more nutritious option than typical energy drinks. It contains 50% less caffeine than most leading brands.

“Shesha is about doing something new and exciting. It is proof that innovation can start right here at home,” said Higgins Mdluli, chairman of SA Canegrowers.

Available in four flavours – Original, Lemon & Lime, Orange and Ginger Beer – Shesha is available nationally via Takealot and Makro’s online store and locally at Salt Rock Coffee, Coastal Farmers and Ellie’s Sweets and Treats.

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