Tanzania Daily News (Dar es Salaam)

11 August 2014

Tanzania: Growing Malt Beverage Market Entices Dealers

With global trends of malt beverages showing business will continue to boom especially for non-alcoholic drinks, local businesses have been urged to join forces and take advantage.

Speaking during what was dubbed 'Race to the Top Dealers Dinner' hosted for Bavaria dealers, one of the founders of Jovet (Tanzania) Limited, Mr John Kessy said that the country is witnessing an emergence of 'middle class consumers', with greater expendable income and that local businessmen need to tap into this new market.

"We are set to revolutionise the beverage industry and plan to expand to the rest of Tanzania in an effort to widen and expand our portfolio and tap to this strong appetite as a result of growing economy and availability of potential market," he explained.

According to MarketLine, a global business information database, projections between 2010 and 2015 show that the world beverage market is expected to see the growth that exceeds 1,900 billion US Dollars by the end of next year.

Malt beverages, both alcoholic and non alcoholic are often neglected but rapidly expanding segment that impacts on both beer and the soft drinks industry.

Mr Kessy said that ever since the inception of the company in the 1997, it has grown by expanding on its products portfolio by introducing more varieties apart from Apple Malt Bottle Drink, which was the only product in offing.

"Since its launch, the brand, which has created broad distribution network in Kenya, Burundi, Rwanda and many areas of Tanzania, has increased its volumes in the country, while continuing to penetrate the uncovered territories," he explained.

The Jovet (Tanzania) Limited Regional General Manager, Mr Shantanu Chitgopkar said that presently the Middle East and Africa account for 50 per cent of the global market of non-alcoholic malt beverages.

Mr Chitgopkar said that nonalcoholic malt drinks are the fastest growing segment in the industry in the world and that there are signs that this trend will continue.

"As more and more people become health conscious, the demand for malt non-alcoholic drinks is increasing largely because they are more tasty, have the adult look and they make a statement," he said.

The event was organised with the aim of cementing the relationship with the dealers in order to create full and more awareness of the brand and the related products, as well as interact with them, as one of the strategies to increase on the volumes of the product to the market.

The dealers were also presented with skills of capacity building and various techniques on how to work on the ever-increasing tough beverage sector in the Eastern Africa.

Various dealers won several prizes in a special raffle draw which was carried out during the launch, including TV sets, handsets, and variety of Bavaria drinks.

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