Advertisements for beer brewers Heineken (far left) Brand, owned by Heineken, Bavaria, (center) and Grolsch (far right), are seen in the center of Amsterdam, Netherlands, Oct. 1, 2007. (AP Photo)
Reuters
March 02, 2015
ADDIS ABABA — Ethiopian greenfield brewer Habesha, majority-owned by Dutch brewer Bavaria NV, said it plans to start selling beer in the second quarter of this year to tap rising domestic demand that has attracted global brands.
Bavaria NV is the latest beer maker lured by Ethiopia’s expanding middle class over the last five years and will compete with breweries owned by Heineken and Diageo.
The world’s leading brewers have turned their focus on emerging markets such as Africa as consumer demand in Europe has stagnated and the United States offers limited expansion opportunities.
“We expect to start selling beer in the second quarter of 2015. Say two or three months from now,” Thijs Kleijwegt, Habesha Breweries’ finance director, told the Reuters Africa Investment Summit.
Ethiopia’s average annual beer consumption of less than five liters per capita is about half the average for sub-Saharan Africa, excluding South Africa, offering scope for expansion among the population of 94 million, more than 60 percent of whom are Christian.
Bavaria NV bought a stake in Habesha Breweries in 2012, and has since increased its holding to 60 percent.
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