TANZANIA – Serengeti Breweries Limited (SBL), the second largest beer company in Tanzania marks growth milestone with a new corporate logo representing the company’s transformative journey since inception over two decades.
Launching the new corporate identity, SBL Managing Director, Mark Ocitti stated “The new SBL logo stands for, Quality, Craftsmanship, Professionalism, Dynamism, Modern, Optimism, Friendly, Warm, Open, Self-Confident but not Arrogant. It also shows we work with natural ingredients.”
Featuring the brewers name written in bold with a golden wheat spike, the new logo, underpins the brewer’s unique identity and the strides the company has made over the years from owning a single small brewery based in Dar es Salaam to the giant company it is today.
The company was incorporated in 1988 as Associated Breweries Limited. Its name was changed to Serengeti Breweries Limited in 2002.
SBL currently operates three breweries located in Moshi which has a production capacity of 500,000 HL expandable to 800,000 HL, in Mwanza with a capacity of 650,000 HL and in Dar es Salaam having a production capacity of 350,000 HL.
The majority stake acquisition by EABL/Diageo of 51% in 2010 has seen increased investment in international quality standards leading to greater job opportunities for the people of Tanzania employing over 800 staff – both directly and indirectly.
Its beer brands including Serengeti Premium Lager, Serengeti Lite, Pilsner Lager, Kibo Gold, Guinness and Senator have won numerous awards both locally and internationally in recognition of their quality and brewing mastery.
The company also distributes the world’s leading spirit brands such as Johnnie Walker, Smirnoff, White Horse, Gordons, Baileys among others.
Some of its Corporate social responsibility (CSR) include sponsorship of the national soccer team, Taifa Stars.
In addition to that SBL has over the past implemented 17 water projects countrywide, that provides over 2 million people with free clean and safe water.
The company, according to the managing Director, is also in partnership with the Ministry of Agriculture supporting bright students from farming communities to access college education – courtesy of SBL Kilimo-Viwada Scholarship Program.
Recently the brewer embarked on a TZS 28.1 bn (US$12m) expansion project of its Dar es Salaam brewing plant to increase its beer production.
