United Beverages, which opened a beer manufacturing plant in Ethiopia recently has announced a new brand of beer called “Anbessa Beer” displaying a logo of a lion on the move, with the tagline “crafted with courage”.
United Beverages, with an investment of 88 million USD is a joint venture between local family-owned Kangaroo Industrial Group and United Africa Beverages Company, based in Mauritius. In a press statement sent United Beverages’ marketing director, Misikir Mulugeta said “Anbessa is a brand that celebrates the lion-hearted, the dreamers, future seekers, everyday people who are fighting for something better.”
The United Beverages was founded in 2016 and is a subsidiary of United Africa Beverages, headquartered in Mauritius.The beer manufacturing plant began production, recently with brewing capacity of 1.6 million hectoliters and packaging capacity of 800,000 hectoliters. It started its multimedia teaser campaign last month and began distribution of their new product throughout Addis Ababa and regions, through local suppliers and distributors. The beer manufacturing plant, which is located in Modjo, reportedly employs over 240 people.The company claims that it uses 50% locally sourced raw and packed materials in its manufacturing plant and propose to use 100% local sourcing soon.
