United Beverages, a new entrant to the beer industry of Ethiopia, revealed “Anbessa Beer” a new brand showcasing an emblem of a lion on the move, with the tagline “crafted with courage”.
United Beverages is a newly formed joint venture between local family-owned Kangaroo Industrial Group and United Africa Beverages Company, based in Mauritius, the company said in a press statement sent to NewBusinessEthiopia.com. United Beverages’ marketing director, Misikir Mulugeta said “our logo represents a generation of Ethiopians who are proud of who they are and even prouder of who they are becoming. Anbessa is a brand that celebrates the lion-hearted, the dreamers, future seekers, everyday people who are fighting for something better.”
The United Beverages beer manufacturing plant, which began production at the beginning of this month, has the brewing capacity of 1.6 million hectoliters and the packaging capacity of 800,000 hectoliters.
Over the past month, United Beverages conducted a multimedia teaser campaign and began distribution of their new product throughout Addis Ababa and regions, through their wide network of local suppliers and distributors. The beer manufacturing plant, which is located in Modjo, currently employs over 240 people.
United Beverages was founded in 2016 and is a subsidiary of United Africa Beverages, headquartered in Mauritius. United Beverages is dedicated to producing the highest quality beer using the latest state-of-the-art technology in beer manufacturing to meet the growing demands for beer and related beverages in the country.
The company opened the latest beer manufacturing plant in Ethiopia, with an investment of 88 million USD, recently. United Beverages currently uses 50% locally sourced raw and packed materials in its manufacturing plant and plans to use 100% local sourcing in the near future, the statement said.