Tanzania: Heineken expands portfolio in Tanzania with the addition of Windhoek beer

Leading global beverage company, Heineken has announced the expansion of its Heineken Beverages portfolio in Tanzania with the addition of Windhoek beer, BHM reported on August 2.

The official announcement was made at a media briefing held on July 31st, 2024 at the Serena Hotel. This portfolio expansion follows the company’s acquisition of Namibia Breweries Limited (‘NBL’), the esteemed brewer of Windhoek beer, and Distell Group Holdings Limited, another leading global beverage company, in 2023.

Windhoek beer is a premium lager beer brewed in Namibia with a smooth, malty, and refreshing taste profile, revered as a superior, full-bodied premium lager. Tanzanians like Windhoek beer and we are now happy to be able to offer it as part of our portfolio.

In the same vein, Heineken Beverages has also forged a strategic partnership with Tanzanian company -Mabibo Beer, Wines and Spirits, which prior to now held the exclusive rights to import Windhoek beer in the country. Mabibo will be the official distributor of Windhoek Beer in Tanzania.

This strategic collaboration reiterates Heineken’s commitment to supporting local businesses and contributing to Tanzania’s economic growth while further iterating its commitment to creating economic value in Africa. Heineken Beverages, which combines the strengths of Heineken South Africa, Distell, and Namibia Breweries, aims to capture significant growth opportunities across the Southern African region

Speaking on the new acquisition and partnership with Mabibo, Heineken Beverages International’s Country Manager, Obabiyi Fagade, expressed his enthusiasm saying, “This partnership with Mabibo Beer, Wines and Spirits marks an exciting chapter in our journey here in Tanzania. By combining our global expertise at Heineken with local market knowledge, we are confident in our ability to deliver exceptional products and experiences to our Tanzanian consumers.”

Heineken Beverages is dedicated to offering a diverse portfolio of high-quality beverages that cater to the evolving tastes of consumers. Through this partnership, the company aims to strengthen its market position and contribute to the ongoing development of Tanzania’s beverage industry.

Commenting on the partnership, the Mabibo Beers, Wines and Spirits Managing Director, Jerome Rugemalila said “This commercial agreement has come after MABIBO Company and Namibia Breweries Ltd (NBL) agreed to break the contract entered into in 2008. Mabibo Beer Company has worked with Heineken Beverages and we are happy to be one of the distributors of HBI products. We ask our business partners, our stakeholders to continue to cooperate with MABIBO and HBI, especially if you consider that we have increased the scope of quality products such as Windhoek, Heineken, Desperados, Savanna, Amarula, Drostdy hof etc. With this information, HBI becomes the only importer of Namibia Breweries products in Tanzania.”

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