Arusha — The economic downturn does not bite much when it comes to beer consumption.

Sales of the Tanzania Breweries Limited brands in the northern zone have shot up from 450,000 crates last year to 550,000 this year. This is approximately the period when businesses across the world have been crying recession.

According to northern zone Marketing and Distribution Manager James Bokella, the company could have probably sold up to 700,000 crates if there were no slump. Bokella who organized a party to congratulate the TBL agents in the zone said they had reason to celebrate the 10 per cent rise despite the decline in tourist arrivals in the country.

He said besides fewer tourist arrivals, drought that had taken toll on

livestock had also sharply reduced locals purchasing power thereby slowed increase in sales.

He called on the agents to sell the TBL products set prices to create customer trust and market stability.

The Director of Sales and Distribution for the Zone, Nick Brooks said the TBL success story was based on close cooperation between agents and the company's workers.

He said they had planned several motivation programs for the agents and said the leading agents had started receiving prizes this year and expansion of motivational base is expected soon. All this in the bid to promote the TBL products.

In the function held in the Kibo Palace Hotel, three agents - Beatrice Mushi from Manyara region, Santieli Lyimo of Kilimanjaro and Elizabeth Ndalichako of Arusha won different lottery prizes organized by the TBL for promotional purposes.