Zebidar beer, a new player in the industry, officially hit the market this week with the company, Zebidar Brewery Share Company officially announcing its entry into the market on Thursday, January 5, 2017.
“This project was conceived well over two years ago with the coming together of two partners Jemar, an Ethiopian Company with over 800 Ethiopian Shareholders and Unibra, a family owned Belgium organization with a rich heritage in the Brewing industry,” said Gavin Brown, General Manager of Zebidar Brewery introducing the product.
A unique feature of the beer is its 33cl bottle an innovative, easy pull off, “ring pull” bottle cap. The cap is removed by placing a finger through the ring attached to the cap, then pulling it up which splits the cap, up and off. This feature, according to company officials, besides being convenient and fun, will also contribute to maintain the quality of the beer as it assures that it has not been tampered with.
“Our brand logo represents progression. We are the first beer to introduce the pull-off cap to consumers in Ethiopia. We believe it will excite beer drinkers and allow them enjoy their beer with friends more conveniently. You just use your fingers to open. For our customers, the caps are acknowledged as offering excellent tamper evidence and product protection,” Paul Norris Commercial and Marketing Director at Zebidar, said.
The beer will initially be available in Addis Ababa and the Southern Nations and Nationalities People Region (SNNPR). The brewery is located in Wolkite town in Gubre sub-city, 167km South West of Addis Ababa. It was established with an investment of 1.2 billion birr and has an initial capacity to produce 350,000 Hectoliters per year.
The General Manager feels confident they will be successful in the competitive beer market. “We are not looking to take the market by storm. Instead, we have created our own niche market,” Brown said. The recommended retail price of Zebidar beer is ETB 13.00.
Zebidar Brewery is 60 percent owned by Unibra and 40 percent by local company Jemar.
Unibra is one of the founders of the SKOL Beer brand, the fifth largest selling beer in the world in terms of volume. Unibra currently has the SKOL brand rights for Africa, where it is sold in 11 countries.