Ethiopia: Diageo trying out new Mench beer

Diageo, one of Ethiopia’s biggest breweries, is trying out a new beer named Mench at selected places on a trial run, The Reporter Ethiopia said on January 26.

The makers of Abo Meta, Guinness and the affordable Azmera draught brands – the latter launched last year – and distributer of liquors, including Smirnoff, Johnnie Walker and Baileys, is starting the new brand as a direct competition to local beers, such as St. George, Habesha and Walia. The beer has a five percent alcohol and is flavoured with fruits and herbs.

Diageo is a noted company within Ethiopia having acquired the brand at a cost of USD225 million and has further invested USD119 million in its factory to help expand its reach and recoup its investment in an Ethiopian society that continues to have the appetite for beer.

The company has launched new products and implemented new technologies, such as starting a QR code system to deter counterfeit products from being sold to consumers. It is said to have put much confidence in its new product and is expected to launch it nationally.

For the past several weeks, it has been quietly trying out the product in various restaurants and pubs, including Kaya and Ellanoce establishments, and the beer is said to have been favourably received.

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