EABL launches Tusker Cider in second East African market Uganda
UGANDA – Uganda Breweries Limited, subsidiary of the East African Breweries Plc, has introduced Tusker Cider, the first locally-produced cider in East Africa, into the local market.
The crisp, premium-crafted and refreshing drink made, from fresh apples, has enjoyed market dominance in neighbouring Kenya, since its launch by UBL’s sister company, Kenya Breweries Limited.
The new offering, part of UBL’s Innovations line, extends the brewery’s track record of introducing never seen before innovative products that continue to challenge the adult beverages sector like Uganda Waragi Coconut and Pineapple, Bond 7 Honey, Gordons Pink and most recently, Baileys Delight.
Best served chilled, the drink is available at the recommended retail price of UGX 3,500 and can be got through multiple e-commerce platforms like Jumia, Kikuubo Online and SafeBoda; supermarkets; distributors; stockists; and different bars around the country.
Eunice Waweru, UBL’s acting Managing Director, highlighted that Tusker Cider represents a whole new direction through which Uganda Breweries will continue with the proud 75-year legacy of contributing to the growth of the Ugandan economy.
“In the coming years, it will be made from 100% locally sourced apples, under our Local Raw Materials (LRM) program,” Waweru said.
Through this, the latest addition will create a steady market for apples grown by Ugandan farmers, according to the brewery’s leadership.
“We appreciate the role that UBL is playing in the sourcing of local raw materials for your products, thereby providing a ready market for agricultural produce and contributing towards the Buy Uganda, Build Uganda agenda,” the chief guest, Minister of State For Finance, Planning and Economic Development In Charge Of General Duties, Hon. Henry Musasizi said at the unveiling.
He added that the government’s National Development Plan (NDP) identifies agriculture as a vital growth sector to Uganda’s economy capable of reducing poverty and stimulating economic growth.
The brewery’s Local Raw Materials (LRM) program seeks to build a strong and resilient supply chain to satisfy the business’ annual demand for high-quality inputs like sorghum, barley and cassava while empowering smallholder farmers all over the country.
The program – which started almost 20 years ago – injects over UGX 45 billion annually for the purchase and distribution of agricultural inputs and modern machinery to over 30,000 farmers that supply over 95% of the raw materials used by the business, with a goal of sourcing 100% by 2030.
Introduction of the cider in EABL’s second market is a strategic move aimed to heighten its competitive edge against players such as Distell, one of the leading cider producers across the globe, who set up base in Uganda in 2018.
Recent developments by Heineken, expressing interest in the South African liquor producer, is set to create an interestingly competitive environment in the alcohol market not only the East African region but Africa at large.
Finalization of the deal is set to give the maker of Savannah brands, Distell, a global reach leveraging on Heineken’s extensive distribution channels world-wide.
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