TANZANIA – Serengeti Breweries Limited (SBL), a Tanzanian subsidiary of East African Breweries Limited (EABL) has announced the return of the Kibo Gold brand that was initially launched 25 years ago in a new and bold look.

Kibo Gold has been in and out of the market for unknown reasons. In June 2012, the beer brand was re-introduced into Tanzania as a regional mainstream Lager after being away from the market for 10 years.

It is produced in SBL Moshi and widely distributed throughout the Northern parts of Tanzania in key regions including Kilimanjaro, Arusha, Tanga, and Manyara.

The new Kibo Gold returns with a revamped sleek appearance and maintains the commitment to the unparalleled quality brewed taste of gold – being natural ingredients and no added sugar.

Despite not being in the trade for the last five years ago, the company said the brand being an iconic beer is set to regain its foothold in the hearts of beer enthusiasts across the Northern zone.

The rebranding brings about a refreshing, contemporary image to the beer packaging, enhancing its appeal to a modern and discerning market.

SBL’s Head of Innovations, Bertha Vedastus, said: “As SBL we aim at expanding our portfolio at the core thoughts of consumer inquiries and preferences. Tanzanians appreciate and value heritage in everything we do.”

As we seek to progress in our daily lives, it is key to retain and appreciate our heritage. North being deeply rooted in the culture we made an informative decision to return our northern pride, KIBO GOLD”.

She believes KIBO GOLD “Kilele Cha Ubora”, will continue to be the first choice for beer enthusiasts across the region.

The Moshi facility underwent an expansion last year and is part of SBL’s three-year investment in expanding the business, which has cost approximately 185 billion shillings in capital expenditure.

More than half of SBL beer brands are brewed with 100 percent local raw materials (including maize, barley, and sorghum), which are sourced from a network of farmers across the country who receive technical and financial assistance from the company in their farming activities.

These farmers collectively supply SBL with over 20,000 tons of grains per year, accounting for more than 80% of the company’s raw material requirements.

Incorporated in 1988 as Associated Breweries, SBL is the second-largest beer company in Tanzania, with its beer brands accounting for over 25% of the market by volume. SBL has three operating plants in Dar es Salaam, Mwanza, and Moshi.

The majority stake acquisition by EABL, a regional subsidiary of Diageo in 2010, has seen increased investment in the company.

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