Tanzania: SBL launches EABL/Diageo spirits distro agreement

24 November, 2009

Tanzania: Serengeti Breweries (SBL) has, with immediate effect, taken over distribution of all East African Breweries (EABL)/Diageo spirits brands in Tanzania.

SBL now has the sole distributorship rights for brands such as Smirnoff, Johnnie Walker, Richot and Bond 7 in Tanzania.

Present during the announcement was the Minister of EAC (East African Community), the Hon Dr Diodorus Kamala, who said: “The time has come for the whole East African market to be viewed as a common market not just in word but in deed and in many ways this heralds the beginning of a greater relationship between the East African countries.”

SBL director Ajay Shah said: “We are happy to be partnering with EABL/Diageo in this exciting venture and will be seeking new avenues to open up the spirits business in Tanzania. We intend to make the necessary investments from warehousing to logistics that will eventually see us employing more people as a result of this new business.”

Managing director for EABL Venture Patricia Ithau said: “The launch of our spirits brands in Tanzania is evidence that EABL and Diageo take this market seriously and will seek all opportunities to invest even further in the market to develop and grow the business here.”

The new general manager for spirits sales in Tanzania will be Stansalaus Theophil. Ithau added: ‘his local knowledge and expertise will be leveraged to best understand how to meet the needs of the Tanzanian consumer.”

The brands to be distributed include but are not limited to Johnnie Walker, Bond 7, Smirnoff, Richot brandy, Chelsea, Captain Morgan, Popov vodka and Gilbeys Gin. SBL will use their existing distribution system to ensure the Tanzanian consumer has access to these spirits brands.

Keywords: tanzania

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