We explore Abiy Solomon’s, Chief Brand Officer of Komari Beverage, transformative journey from his innovative role at Orangeswitch to his groundbreaking work at Komari. His approach to brand development and marketing has redefined success in the Ethiopian beverage industry.

We dig into the story behind Komari’s flagship product, Arada—a hard seltzer that has quickly made waves in the market. Discover the challenges and triumphs of navigating this emerging category, and learn how Komari’s dedication to quality and innovation has led to significant achievements, including the prestigious Monde Selection Gold Award.

Abiy’s insights on balancing corporate success with artistic passions, overcoming industry challenges, and his vision for Komari’s future impact on Ethiopia’s economy and entrepreneurial landscape. This interview promises a revealing look into how Komari Beverage is shaping the future of the Ethiopian beverage industry. Excerpts;

Capital: Can you share how your past experience has influenced your approach to brand development and marketing at Komari?

Abiy Solomon: My experience in creating Orangeswitch, a creative agency, was foundational in shaping my approach to brand development and marketing. At Orangeswitch, I worked with a diverse range of clients across various sectors, which taught me the importance of versatility and adaptability in branding. This experience allowed me to understand the nuanced needs of different industries and how to create tailored brand strategies that resonate with target audiences. When it comes to Komari, I leverage this knowledge to push boundaries and create innovative brand experiences that are not only impactful but also enduring. My goal is to ensure that every brand we develop at Komari stands out and connects deeply with its audience.

Capital: How do you balance your corporate achievements with your pursuits in photography and multidisciplinary artist?

Abiy: Balancing my corporate role with my artistic pursuits is both challenging and rewarding. My work in photography and multidisciplinary art provides a creative outlet that fuels my professional work. The skills and insights I gain from my artistic endeavors often inspire fresh perspectives and innovative approaches in my role as Chief Brand Officer. Conversely, the strategic thinking and discipline required in my corporate role help structure my artistic projects. This synergy between my corporate and artistic work allows me to bring a unique blend of creativity and strategy to both realms, enriching my contributions to Komari and my personal art portfolio.

Capital: What are some of the most significant challenges you’ve faced in your career, and how have they shaped your approach to leading Komari’s brand and marketing strategy?

Abiy: One of the most significant challenges I’ve faced in my career was establishing Orangeswitch as a trailblazing creative agency in a competitive market. Building a reputation for excellence required perseverance, innovation, and a deep understanding of client and market need. Overcoming these challenges taught me the value of resilience and the importance of staying ahead of industry trends. At Komari, these lessons have shaped my approach to brand and marketing strategy. I am committed to continuous learning and pushing creative boundaries, ensuring that our brands not only meet but exceed market expectations. This proactive approach has been integral in maintaining Komari’s vision of redefining excellence in the creative industry.

Capital: Can you share the journey of Arada’s evolution from its inception to now?

Abiy: At Komari Beverage, we’re passionate about innovation and understanding our consumers. That’s what drove the creation of Arada, our flagship hard seltzer brand. We embarked on this journey by listening closely to the evolving preferences of our consumers. We saw a desire for a refreshing, flavorful, and convenient beverage option, and Arada was born.

Since its launch in 2021, Arada has been incredibly well-received. We’ve been constantly striving to improve and innovate, which is reflected in our recent achievement of the Monde Selection Gold Award, a globally recognized quality distinction. This award is a testament to our commitment to excellence and our dedication to exceeding our consumers’ expectations.

Capital: As a relatively new entrant in the beverage industry, what have been some of the key challenges you’ve faced, and how have you navigated them to achieve such rapid growth?

Abiy: As a new entrant in the Ethiopian beverage market, Komari  has certainly navigated its share of challenges. Launching during the initial stages of the COVID-19 pandemic forced us to adopt a remote work style practically overnight. This presented a hurdle, but our team’s dedication and agility ensured a smooth transition.

Shortly after, regional political conflicts arose, which hindered our expansion plans. We responded by focusing on solidifying our presence in key regions while remaining adaptable for future growth.

Inflationary pressures and evolving government regulations are realities we face in the beverage industry. To navigate these, we prioritize cost-efficiency and stay informed about regulatory changes. This allows us to remain competitive while adhering to the highest quality standards.

The founding management teams’ diverse backgrounds and team synergy has been instrumental in overcoming any and all challenges we have faced along the way. Overcoming these obstacles has not only strengthened Komari’s foundation but has also instilled a spirit of resilience that is core to our brand identity. Just like Arada, we strive for excellence while adapting to changing market conditions. This commitment to quality and perseverance is what truly defines Komari and Arada.

Capital: Komari Beverage competes in a market dominated by longstanding competitors, yet Arada has successfully integrated itself within the community in less than 3 years. What sets you apart?

Abiy: In a market traditionally dominated by beer and spirits, Arada has carved a niche for itself within a short period. We believe our success stems from a three-pronged approach:

Unique Product Offering: We understand the Ethiopian consumer’s desire for variety and refreshment. Arada stands out by offering a delicious, sugar-free hard seltzer option, a first-of-its-kind in Ethiopia. This caters to a growing segment of consumers seeking a lighter alcoholic beverage experience.

Collaborative Innovation: We actively involve our consumers in the product development process. This ensures Arada stays true to their preferences and values. This collaborative spirit has fostered a sense of community around the brand, building trust and loyalty among our consumers.

Disruptive Brand Identity: From our eye-catching logo and visuals to our engaging events and marketing initiatives, we strive to be disruptive, inspiring, and enjoyable. We want Arada to be more than just a beverage; it’s a brand that encourages self-expression and individuality. This resonates with our target audience, allowing them to connect with Arada on a deeper level.

The overwhelming positive response from our consumers is a testament to this approach. Arada’s impact has been truly remarkable, exceeding even our initial expectations. We’re proud to offer a unique and refreshing product that resonates with the consumer.

Capital: What makes Komari stand out in the beverage market?

Abiy: Komari stands out in the Ethiopian beverage market by introducing the hard seltzer category, distinct from the traditional beer/draught, wine, and spirits prevalent in the region. The Ethiopian alcoholic beverage industry is primarily limited to these traditional options. Before Arada, there was no alternative that offered zero calories, no carbs, and no sugar. Our hard seltzer combines carbonated water, flavors, sweeteners, and alcohol, providing a healthier choice with a refreshing taste that resonates with our customers. We prioritize rigorous quality control and continuous innovation to maintain a consistent and exceptional product standard.

Capital: Can you share your vision for Komari Beverage’s long-term impact on the Ethiopian economy and its role in fostering local entrepreneurship and job creation?

Abiy: The beauty of Komari lies in our young, energetic, and diverse team. Our vision for Komari Beverage extends beyond offering innovative products; we aim to make a significant impact on the Ethiopian economy by fostering local entrepreneurship and creating job opportunities. Starting with roughly 95 employees, we have now grown to over 200. Through our operations, we strive to empower local communities, support small businesses, and contribute to economic growth. By nurturing a culture of quality and innovation, we envision Komari not only as a leader in the beverage industry but also as a catalyst for sustainable development and prosperity in Ethiopia.

Capital: Building a brand involves a consistent image. Can you describe the visual identity of Arada and how it reflects the brand’s message?

Abiy: Arada’s visual identity is designed to be vibrant and modern, reflecting the youthful energy and innovative spirit that our brand embodies. We incorporated imagery that is both Ethiopian and pan African, fostering a sense of pride without compromising on a contemporary aesthetic. This creates a visually appealing brand that resonates deeply with a broad audience.  We believe this visual identity reflects Arada’s message perfectly. It’s fresh, exciting, and encourages self-expression, just like the experience of enjoying an Arada.

Capital: How did Arada win the Gold Quality Award? What significance does winning the Gold Quality Award hold for Komari Beverage and how to you plan to leverage this award?

Abiy: Arada’s recent achievement of the Monde Selection Gold Quality Award is a significant milestone for Komari Beverage. We actively sought participation in this prestigious international competition to showcase the exceptional quality of our product to a global audience.

The Monde Selection Award recognizes excellence across several key areas, including taste, ingredient quality, production processes, and presentation. Arada excelled in all these categories, particularly impressing the judges with its refreshing taste, unique flavor profile, and eye-catching packaging that stands out on the shelf.

Winning this award validates our team’s hard work and our commitment to quality and innovation at Komari. It signifies that Arada is not just a refreshing beverage enjoyed locally, but a product that meets the highest international standards. This is significant because it validates Komari’s vision to expand its brand reach in Africa and beyond.

Capital: What do you want consumers to know about Komari Beverage’s commitment to quality?

Abiy: At Komari Beverage, we believe quality is paramount. It’s the cornerstone of everything we do, and Arada perfectly embodies this commitment. Our state-of-the-art production facilities adhere to the highest standards. Rigorous quality control measures are in place at every stage of the process, from ingredient selection to bottling. This meticulous approach guarantees consistency and delivers the perfect balance of refreshment and taste .

We want our consumers to know that Arada is more than just a beverage; it’s a product crafted with care and dedication. It’s a testament to our unwavering commitment to exceeding expectations. When you choose Arada, you’re choosing quality you can trust, and a refreshing escape from the daily hustle.