BGI launches Amber Draught

By Muluken Yewondwossen 

Following its successful introduction of its Amber Beer brand, BGI Ethiopia, which have over 50 percent market share in the beer sector, launched its newest product Amber Draught.

The giant brewer in the country announced that it has introduced Amber Draught Beer, its second draught beer within a year. Castel Draught Beer, another product of BGI, was introduced exactly a year ago for the Epiphany celebrations.

Esayas Hadera, Marketing Manager of BGI told Capital that the brewery officially introduced on January 17 its third draught beer brand on the market, though it was promoted in some areas for the past few weeks.

Esayas said that currently Amber Draught is produced in its Addis Ababa plant and other BGI plants located in Kombolcha and Hawassa will also commence producing the draught beer in the near future.

Surafel Alene, Sales Director of BGI, said that the company installed over 200 new draught beer dispensers for the new brand in Addis Ababa and in some other regional towns. He further said that additional 200 machines will be installed to expand the market of the new product in the near future. A draught beer dispenser costs about 100,000 birr.

According to Surafel, currently, BGI produces 10,000 hectolitres (one million litre) of the new Amber draught per month. “We anticipate expanding the production to 30,000 hectolitre per month to satisfy the market’s demand,” he added.

Amber beer, introduced for the Ethiopian New Year in September 2012 “is the most sought after beer on the market,” say pub owners who are looking for greater quantity of the product delivered.

Read more: Capital Ethiopia