Namibia Breweries quenches thirst of beer lovers in DRC, signs distribution deal

DRC – The introduction of Namibia Breweries Limited’s beer brands in other markets across the region and overseas is gaining momentum, following the company’s recent partnership with Congolese Terra Trading Distribution SARL.

NBL, the largest beverage manufacturer in Namibia, has appointed Terra Trading Distribution SARL as the sole importers of the various brands within its portfolio to the Democratic Republic of the Congo (DRC).

The partnership will see the brewer’s stalwart Windhoek brand, distributed nationwide alongside the McKane range of premium mixers.

According to the subsidiary of Ohlthaver & List (O&L) Group, Terra Trading Distribution SARL has already begun with an aggressive marketing campaign to introduce the beer brands to DRC consumers, and there has already been widespread excitement around the brand.

“We are very optimistic about the potential for the NBL portfolio in the DRC and look forward to a productive working relationship with Terra Trading Distribution SARL.

“The initial focus will be on establishing the Windhoek and McKane brands in the country, but we anticipate that there will be many opportunities for other operating companies in the O&L group in the country,” Export Market Manager responsible for DRC, Manie Vlok, said.

Other regions that have recently stocked up litres of NBL’s beers include Texas, United States, after finalization of a deal agreement with IM Premium Importers to launch the Windhoek beer in selected Walmart stores in Texas.

This test market will make Windhoek Lager the only truly international beer in the retail chain’s portfolio.

“We are very optimistic about the potential for the NBL portfolio in the DRC.”

Export Market Manager responsible for DRC – Manie Vlok

Windhoek Lager was first made available in Texas’ 220 SPEC’S stores, the largest independent liquor chain in the country.

Owing to the growing popularity of the brand, IM Premium Importers identified the potential to extend the brand to a larger American market.

In addition to the partnership with SPEC’s, the current distributorship will see Windhoek Lager enter new territory by being launched initially in about 20 of the over 600 Walmart stores in Texas.

Windhoek Lager, is NBL’s biggest export brand and one of very few African craft beers available in the USA.

The century old beer maker has also made in-roads in Australia, where the NBL says its footprint is rapidly expanding.

The recent expansions are met to improve the company’s top-line performance in the coming financial years.

In its half year period ended December 2020, NBL’s revenue decline by 18% settling at N$1.3 billion (US$87.3m).

The decline was attributed to COVID- 19 related restrictions as well as alcohol bans in South Africa (SA), which adversely impacted the trading environment.

Its overall volumes went down by 23.1% despite Namibian beer volumes increasing by 1.5% on the back of strong consumer support and loyalty, with specifically Windhoek Draught showing exceptional growth.

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