Serengeti firm’s flagship brand gets Superbrands Award

08May 2019
The Guardian Reporter
The Guardian
Serengeti firm’s flagship brand gets Superbrands Award

SERENGETI Premium Lite has been awarded a Superbrands status for 2019/2020 in recognition of the beer’s outstanding quality, reliability and distinction by its consumers.

SBL Marketing Manager Anitha Rwehumbiza.

Voted for by around 1,000 members across Tanzania’s public and ratified by a voluntary council of senior independent industry experts, Serengeti Lite goes down in history as the most recent innovation by Serengeti Breweries Limited to scoop the prestigious award. Its mother variant – Serengeti Premium Lager is also a winner of the Superbrands award.

“Being named a Superbrand is more important than ever as economic headwinds and competition in the region’s beer industry grow fiercer. Indeed, following a dynamic year, winning this title is a clear demonstration of Serengeti Lite’s efforts to be relevant, distinctive and attractive in consumers’ eyes,” commented SBL Marketing Manager Anitha Rwehumbiza in a press statement issued by the brewer yesterday.  

Serengeti Lite, which trades as ‘The only Lite with a Bite’ meaning a light beer with a fuller taste, was launched in May 2017.

In less than two years in the market, Serengeti Lite has cut itself a niche and become the leading light beer in the country and the main sponsor of Tanzania’s women soccer premier league dubbed The League with a Bite.

Participation in Superbrands is by invitation only and offered to the most outstanding brands in their field. Every year thousands of brands from across categories are judged against the three core criteria of a Superbrand: quality, reliability and distinction. Attaining Superbrands status adds prestige and reassures consumers and suppliers that they are buying the best brand in its category.

 Anitha went on to say ‘With consumers at the heart of everything we do, to be elected asSuperbrand is an achievement SBL is enormously proud of. Whether it is in a bar, a nightclub or at a supermarket, we want to assure our consumers of our unrelenting focus on continuing to provide them with the very best Lite with a Bite experience all the time.”

Incorporated in 1988 as Associated Breweries, SBL is the second largest beer company in Tanzania, with its beer brands accounting for over 20% of the market share by volume.

SBL has three operating plants in Dar es Salaam, Mwanza and Moshi.

Since the creation of SBL in 2002, the business has grown its portfolio of brands year on year. The majority stake acquisition by EABL/Diageo in 2010 has seen increased investment in international quality standards leading to greater job opportunities for the people of Tanzania.

SBL Brands have been receiving multiple international awards and include Serengeti Premium Lager, Pilsner, Tusker Lager, Tusker Lite, Kibo Gold, Guinness Stout, Serengeti Lite and Pilsner King. The company is also home to world’s renowned spirits such as Johnnie Walker Whisky, Smirnoff Vodka, Gordon’s Gin, Captain Morgan Rum and Baileys Irish Cream.

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