ETHIOPIA – Komari Beverages, a newly built US$12m alcohol manufacturing company, has introduced hard seltzer into the Ethiopian market with the launch of new liqueur brand dubbed Arada.

According to Detail Ethiopia, Arada is a sugar-free cocktail drink coming in three different flavours i.e., apple, pineapple and lime with a 5% alcohol by volume.

It is packaged in an artistic bottle, aimed to mostly attract the youngsters who are by far the biggest consumers of hard seltzers across the globe, looking for an alternative light alcoholic beverage.

According to Allied Market Research, the hard seltzer market size was valued at $3,831.9million in 2019, and is estimated to reach $10,921.9million by 2027, registering a CAGR of 12.7% from 2021 to 2027.

“We are a young start-up beverage manufacturer preparing to introduce new and exciting brands to the East African market”, the company declared last year, as it concluded the construction of its factory in the suburbs of Debre Berhan.

In Africa, South Africa has been the leading market to introduce the fast-growing new drink with Distell Group launching Vawter Hard Seltzer; South African Breweries (SAB) introduced Flying Fish Seltzer; and Natures Own Beverages (Pty) Ltd, a small independent local liquor producer launched Freely.

Construction plans of Komari Beverages were announced in January 2019 with the company indicating the facility will have a production capacity of bottling and packaging 27,000 bottles an hour, processing whiskey, rum and vodka.

Company name: Komari Beverages

Country: Ethiopia

Product type: Hard Seltzer

Innovation: New Product

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