SERENGETI BREWERIES: Fresh and Bright SBL in Cheers to TZ

Beer is big business in Africa. The beautiful, bitter, and bold creation – the result of the combination of hops, yeast, barley and water – is consumed all over the continent. The effervescent appetite for beer is notable, especially in Africa’s top consuming countries. Namibia, Gabon, South Africa, the DRC, Kenya, Tanzania, and Uganda make up the top seven for African countries with the highest beer consumption per capita, according to Business Insider Africa research. Behind water and tea, beer is the third most enjoyed drink globally.

Tapping into this insatiable demand is East African Breweries, the local brewer and distribution business of global beverage corporate, Diageo. Through its subsidiary, Serengeti Breweries Ltd (SBL), the organisation delivers a flight of brands to suit every taste.

Based in the north of Tanzania, close to the Mount Kilimanjaro National Park, SBL employs a large local workforce in a big brewing operation, taking local ingredients and manufacturing that refreshment that the East African market is desperate for.

Three bubbling golden beers – Serengeti Premium Lager, Serengeti Premium Lite, and Pilsner Lager – are complemented by one of the world’s favourite brands, Guinness and Guinness Smooth.

At the same time, SBL is the home of much-loved spirits Smirnoff, Johnnie Walker Black Label, Tanqueray, Cîroc, Captain Morgan and more.

This portfolio makes SBL undoubtedly a regional powerhouse in the beverage industry. Tanzania’s restaurants, bars, wholesalers, retailers, and many more have partnered with the company to pour the world’s best for drinkers all over the country.

Understandably, the company is proud of its position and its heritage. “Our purpose is celebrating life every day, everywhere,” SBL states.

“Our ambition is to be one of the best performing, most trusted, and respected consumer products companies in Tanzania. We are in a strong position to achieve this due to the scale of our business and our desire to continuously improve our performance.”

DIAMOND REBRAND

Established in 1988 as Associated Breweries, the company grew quickly and was acquired in 2010 by East African Breweries. In the past 15 years, the operation has doubled in size through investment and innovation. Now with three breweries – Dar es Salaam, Mwanza, and Moshi – SBL also boasts a specialist spirits production facility for the creation of local brands such as Bongo Don, a very-Tanzanian gin product typically enjoyed with fruit juice.

In May 2024, SBL rebranded its core range to reflect a modern and progressive business that embodies the Tanzanian mantra of resilience and progress. Now recognised as the largest bottled beer brand in the country, Serengeti held a ceremony alongside new brand ambassador Diamond Platnumz, Tanzania’s latest music sensation, under a firework-lit sky, as it added Serengeti Lemon to the product suite.

“We are thrilled to embark on this exciting journey, marking a new chapter in the Serengeti story. Our refreshed look and innovative products like Serengeti Lager, Serengeti Lite, and the newest addition, Serengeti Lemon, reaffirm our commitment to offering exceptional experiences to our consumers,” said SBL MD, Obinna Anyalebechi, adding that the brand had reached such heights thanks to a reciprocated love between Tanzanians and SBL.

Head of Beer Marketing, Rhona Namanya added: “Serengeti is more than just a beer; it represents the vibrant spirit and essence of Tanzania. Our re-launch is a testament to our dedication to staying true to our roots while embracing a forward-thinking approach.”

Diamond Platnumz (real name Naseeb Abdul Juma Issack) who hails from Tandale in Tanzania’s largest city, Dar es Salaam, was equally as excited about the future with Serengeti. “I am excited to join the Serengeti family! Collaborating with a brand that resonates with the energy and spirit of Tanzania is something to be proud of,” he said. 

Guinness remains a key product for SBL. Brewed in Kenya since 1965 and enjoyed throughout the continent since the early 1900s, the strong stout is a top earner and a world-famous brand that draws consumers into pubs, bars, hotels, and other outlets. Stronger than the standard Irish recipe, Foreign Extra is smooth and comforting with the classic burnt bitterness that has separated the brand from others for generations. Currently, the European market is facing a shortage of Guinness as capacity constraints have forced distributors to limit supply, leaving retailers and landlords up in arms. No such issue is faced in East Africa with SBL on top of its supply chain and manufacturing processes, driving efficiency and satisfying demand. 

TASTY CSR  

Away from product, SBL is an effective and responsible corporate player, going above and beyond to benefit the communities in which it operates. In December 2023, the company claimed several accolades at the Association of Tanzania Employers (ATE) Employer of the Year Awards.  

SBL was named first Runner-Up position for the Local Content Employer of the Year award, acknowledging its significant contributions to the Tanzanian economy and efforts to enhance local community well-being; second Runner-Up position in the Private Sector Employer of the Year category, celebrating its people-centric business practices; and second Runner-Up position for the Employer of the Year award, celebrating exceptional management policies and dedication to best business practices. 

“These awards reflect SBL’s continuous pursuit of excellence, innovation, and adherence to the highest ethical standards. We extend heartfelt gratitude to all our stakeholders, whose unwavering support played a pivotal role in achieving this remarkable recognition,” commented SBL HR Director, Conrad Edward Msoma. 

Away from the glitz of awards ceremonies, SBL partnered with WaterAid Tanzania in May to help provide clean water for the people of Handeni, a rural town in the country’s northeast. Started in January 2023, the project saw SBL fund the building of a dam as part of its Water Replenishment Project (WRP). 

“It benefits over 2,000 residents of the coastal region,” said SBL Communications and Sustainability Manager, Rispa Hatibu. “The dam has an annual water yield of 137,000 cubic meters, the approximate equivalent to over 53 Olympic swimming pools. The water will be used for human consumption and in other economic activities including fishing and livestock. This is the 25^th project SBL has implemented across Tanzania in the past ten years, benefitting several communities.” 

As well as clean drinking water, the WRP also benefits Sorghum farmers, with 87 smallholders already signed up to an initiative through which SBL supports by providing the resources they need including agribusiness training, the correct seedlings to grow the right sorghum for SBL products, and eventually sourcing deals for them. “This uplifts them economically,” says Hatibu. 

Clearly, the brewing industry has a strong role to play when it comes to sustainability and upliftment across Africa. As private companies partner with national initiatives, the benefits for the community improve drastically. In Handeni, the impact is being felt. Similarly, in South Africa, there have been major agricultural advances in barley production and management because of the success of big brewers. In Uganda, renewable energy has been advanced quickly thanks to big brewing demand for energy security. And in Rwanda, climate change has been addressed by an international brewer who has partnered with local business to help develop long-term sustainability. 

Here’s to the brewing industry, and cheers to beer, one of African businesses most underrated drivers of economic activity.