BGI Ethiopia to rejuvenate Meta Beer brand

Having concluded the agreement to acquire Meta Abo Brewery S.C. from Diageo, BGI Ethiopia is now waiting for the approval of the Trade Competition and Consumer Protection Authority (TCCPA), says a source at BGI Ethiopia.

BGI reveals plans to channel its expertise and experience to keep and rejuvenate the brand Meta and rekindle the passion of the staff at Meta, according to the source who preferred to remain anonymous.
The comment came after some community members in Sebeta area in Oromia region expressed their fear that BGI Ethiopia may abandon Meta brand after concluding the acquisition of Meta brewery.

The source said “BGI knows how to smoothly integrate a company to itself, keeping an eye to the interests of key stakeholders, ensuring that the concerns of all key stakeholders are attended to.”

In particular, Meta’s employees and the community in Sebeta will continue to enjoy all existing benefits; while they should also expect reasonably significant improvements, according to a source at BGI Ethiopia.

“This is well in line with BGI’s well-reputed CSR activities that have reached out to communities elsewhere around its breweries and beyond,” the source said.

“BGI’s purchase brings good tidings to the brand Meta, to employees and distributors as well as to the larger Sebeta community: The purchase opens new doors to the brand, employees and the Sebeta community.”

BGI looks forward to launching its investment and CSR activities immediately after securing the approval of the TCCPA.

It is recalled that New Business Ethiopia has reported a few weeks ago about the acquisition of Meta Breweries.