TBL taps into Zambia market (Translation)
11 April 2011
TBL/08 April 2011
A few weeks after announcing strategies for extending its market, Tanzania Breweries Limited (TBL) has recently started to export its beer to Zambia.
Calvin Msuya, the plant manager for TBL in Mbeya, said that the company has started by dispatching the first batch of Castle Lager (500ml) in 1500 cases to Zambia.
He said that the beer, which has a six-month shelf life, was produced on February 28, 2011, at TBL Mbeya Brewery. The beer left the brewer on March 31, 2011, on truck no. T178 BNU, trailer no. T622 AMZ, driven by Edson Ndanga.
Msyua said that the move is due to the growth of trade across boundaries, which pushes the firm to expand its beer markets regionally.
"Our beer brands are internationally recognised, so that is why we decided to see how we can access a wider market for our brands," he said.
Msuya said that with the current export of its beer to the East African Community (EAC) member states of Kenya and Uganda, the company would assess its performance and extend exports to other countries.
TBL's sales and distribution director Nicholas Brooks recently announced plans to expand its beer market to all EAC member states and beyond.
Brooks said the company has been looking at how it can sell its products in the Great Lakes Region and overseas. "It's something we are looking at, and it may start this year if all goes well."
The company also intends to launch a new product catering to low-income consumers. In the past, TBL has exported its beer to Kenya, Uganda and the Democratic Republic of Congo, where it recorded a good sales performance.
He said that the company's popular brands such as Kilimanjaro Premium Lager and Safari Lager have a special niche not only for the region but outside it, "among people who want to taste interesting, refreshing beers."
"We want to test whether TBL beer brands are suitable for other markets," he said. However, he said, it was tough to export beer to overseas markets due to different laws and regulations.
TBL is part of SABMiller, the world's second largest brewer.
"We would like to ensure that the exports represent the brands that represent the products we make. We don't want to export anything that is not going to make a big impact. So we are looking at how we can meet the laws as well as acquire good partners who will sell our products," he said. Currently the company is supplying beer to Kenya and Uganda through its sister firm, Nile Breweries Limited.
Marketing director David Minja said that the company plans to launch its new brands and to also strengthen available products to make them competitive in the market.
He said that the marketing budget has increased to 8 percent to enable the company to handle the growth trend.
TBL plans to launch a new beer, Eagle Lager, which would be sold at an affordable price, he added.
Tanzania Breweries Limited (a subsidiary of SABMiller) manufactures, sells and distributes clear beer, alcoholic fruit beverages and nonalcoholic beverages within Tanzania. TBL has controlling interests in Tanzania Distilleries Limited.
TBL's most popular clear-beer brands include Safari Lager, Kilimanjaro Premium Lager, Ndovu Special Malt, Castle Lager, Castle Lite, Castle Milk Stout, Redds Original, Peroni Nastro Azzurro, Miller Genuine Draft, Grand Malt, Balimi Extra Lager, Eagle Lager, Eagle Dark, Bia Bingwa and Safari Sparkling Water. Other prominent brands associated with the TBL group are Konyagi Gin and Amarula Cream.
The TBL group is listed on the Dar es Salaam Stock Exchange, employs about 1400 people and is represented throughout the country by four clear-beer breweries, a distillery, a malting facility and five distribution depots.
Overview of SABMiller
SABMiller is one of the world's largest brewers, with brewing interests or distribution agreements in over 60 countries across six continents. The group's brands include premium international beers such as Miller Genuine Draft and Peroni Nastro Azzurro, as well as an exceptional range of market-leading local brands. SABMiller is listed on the London and Johannesburg stock exchanges.
This SABMiller subsidiary news release has been translated from its local market language to English language for publication on www.sabmiller.com. We have attempted to provide an accurate translation of the original material but due to the difficulties of translation slight differences may exist.
Note, the news release was first published in its local market on [08/04/2011].