UGANDA – Nile Breweries, subsidiary of Anheuser-Busch InBev (AB InBev) has expanded its Eagle beer brand portfolio with launch of Eagle Poa.
According to the brewing company, Eagle Poa is a refreshing beer made from high quality locally sourced maize and epuripuri sorghum.
It is the latest addition to the Eagle family of brands that includes Eagle Lager, Eagle Extra and Eagle Dark.
“The portfolio role for the Eagles has always been to recruit from the informal alcohol sector, something the brand has done commendably well to this day. And this is the journey Poa is here to continue.”Nile Breweries Corporate Affairs Director – Onapito Ekomoloit
The brand name, Poa, is a Swahili word that means to cool down and is meant to reflect the attributes of the product, indicated the company.
“It is for that person that has a heart for their community; whose sense of purpose is deeply rooted in the wellbeing of their entire neighbourhood,” said Brand manager Maureen Komugisha.
The launch of the new product is in line with NBL’s purpose of shifting consumer’s focus from the informal alcohol sector which is not monitored by any regulator and has myriad of standard issues.
Eagle Poa is meant to fill that gap given its affordability, enabling everyone to access to well brewed alcohol.
“The portfolio role for the Eagles has always been to recruit from the informal alcohol sector, something the brand has done commendably well to this day. And this is the journey Poa is here to continue,” said Corporate Affairs Director Onapito Ekomoloit.
The beer is available at retail price of USH.1,200 for the 300ml and USH,2,000 for the 500ml pack with a 4% ABV.
Eagle produced using locally sourced raw materials supports the farmer network across the country.
Currently, the company on average produces 179,353HL of beer from its plants in Jinja and Mbarara and buys an average of 18,000 tonnes of barley and 10,000 tonnes of sorghum, paying in excess of USH. 40 billion to farmers.
According to a report released in June, 2019, by an independent marketing research firm, Frontline, NBL holds a market share of 57% in the beer industry.
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