Africa

Africa, Business Maverick

SABMiller launches ‘entry-level’ cassava beer

SABMiller launches ‘entry-level’ cassava beer

SABMiller is hoping to attract aspirant consumers, with its new cassava beer, Impala Cervejas. It's brewed in Mozambique, and currently available only in the north of that country, but will potentially be rolled out elsewhere on the continent if it proves a success. By THERESA MALLINSON.

SABMiller on Tuesday launched the first cassava-based beer in Africa. (Well, it’s the first commercially-produced such beer; Africans have been using the plant to make home brew for generations).

The launch took place in Johannesburg, although the beer will initially be marketed in northern Mozambique, where it is produced by SABMiller subsidiary, Cervejas de Mocambique. Although cassava is a staple food in some regions of Africa, including Mozambique, according to SABMiller its new project will not lead to food shortages.

The new beer is called Impala Cervejas, and according to BBC journalist Milton Nkosi, tastes “somewhat bitter, somewhat tangy, not sweet”.

Bringing Impala to market was somewhat delayed, after SABMiller’s original project was moved from Angola to Mozambique and, in addition, it faced several supply and harvesting hurdles.

But now that Impala has finally launched, SABMiller is excited about its prospects, particularly since the beer will sell for only 75% of the price of other local commercial beers. “What we’re trying to do is at a 75% price point, to attract consumers up from the illicit spirits or the home brews that they would tend to be consuming,” said Mark Bowman, the managing director for SABMiller Africa. “They’re poor consumers generally. This is a rurally oriented product. We want people to gravitate into what is highly aspirational for them, but to some extent unaffordable, with an entry-level beer.”

That means you can get an 550ml Impala Cervejas in Mozambique for 25 meticals (R7.50). We’ll drink to that. DM



Photo: Reuters.

Gallery

Please peer review 3 community comments before your comment can be posted

X

This article is free to read.

Sign up for free or sign in to continue reading.

Unlike our competitors, we don’t force you to pay to read the news but we do need your email address to make your experience better.


Nearly there! Create a password to finish signing up with us:

Please enter your password or get a sign in link if you’ve forgotten

Open Sesame! Thanks for signing up.

We would like our readers to start paying for Daily Maverick...

…but we are not going to force you to. Over 10 million users come to us each month for the news. We have not put it behind a paywall because the truth should not be a luxury.

Instead we ask our readers who can afford to contribute, even a small amount each month, to do so.

If you appreciate it and want to see us keep going then please consider contributing whatever you can.

Support Daily Maverick→
Payment options

Become a Maverick Insider

This could have been a paywall

On another site this would have been a paywall. Maverick Insider keeps our content free for all.

Become an Insider
Elections24 Newsletter Banner

On May 29 2024, South Africans will make their mark in another way.

Get your exclusive, in-depth Election 2024 newsletter curated by Ferial Haffajee delivered straight to your inbox.