News
Sunday, September 28, 2014
Tanzanian brewer eyes East African market
DAR ES SALAAM, Tanzania - Serengeti Breweries Limited (SBL) has said it will take advantage of the Common Market Protocol in the East African Community to sell its new Jebel Coconut drink.
SBL’s Managing Director, Steve Gannon told East African Business Week during the official launching in Dar es Salaam last week, they will first target the Tanzanian consumers before venturing to Nairobi, Kampala and Kigali.
“The brand was firstly created to suit the Tanzanian consumers in market but we want to make it known around the country before going to the regional level,” he said.
SBL, one of the largest breweries in Tanzania and the maker of the popular Serengeti Premium Lager has unveiled Jebel Coconut which local made and created by Tanzanians.
Jebel is marketed as a proudly Tanzanian spirit made with premium cane spirit and the flavours of coconut which is an ingredient widely used in Tanzania, elaborated, Emphraim Mafuru, the SBL’s Director of Marketing.
“We are happy to introduce this new product to the market after conducting studies on the taste profile of a modern Tanzanian consumer and found that there is a gap on what is available in the market and what the consumer wants,” he said.
Jebel was originally dreamed up in Dar es Salaam; right by the beach hence its tag line “Full Kipupwe”.
According to company sources, the main target market for Jebel is middle aged men and women. SBL is sure that this spirit will be well received in the market due to its taste, quality and price.
This is the first locally produced spirit that has been formulated by SBL in its current portfolio that has more than 10 international brands.
Jebel has a unique taste and could be drunk neat or on the rocks, with water or mixed with soda whereby studies indicate that consumers prefer ginger or lemonade.
In a bid to making sure that the brand reaches the targeted consumers soon, Mafuru said, “Soon there will be loads of activities that will give a chance to the modern Tanzanian drinker to feel and taste this wonderful brand.”
Therefore, he added consumers are invited to partake in promotions expected in various bars and shops around you and from there you will stand a chance of tasting Jebel and winning fantastic gifts.
The new cool Jebel comes in a 250ml pack and stylish gold, blue and green bottles priced at Tsh3,000 ($about $1.8).
Serengeti Breweries Limited engages in the brewing, manufacturing, marketing and selling drinks made of malt, hops and barley and sorghum in Tanzania.
SBL is also the sole distributor of several international renowned spirits including Smirnoff Vodka, Johnnie Walker, Bailey’s Irish Cream Richot, Bond 7 Whiskey and Gilbeys Gin.
The brewer is a subsidiary of East African Breweries Limited/ DIAGEO Plc.
By Damas Makangale, Sunday, September 28th, 2014