Ethiopia: BGI Ethiopia launching non-alcoholic malt beverage SEN’Q

BGI Ethiopia is set to introduce a new product, SEN’Q. This is to be a nonalcoholic malt beverage from one of Ethiopia’s biggest breweries after it introduced a new dark brown beer, Doppel; earlier this summer to the local market, The Reporter Ethiopia said on October 3.

“Despite the difficulties that have come out of COVID-19, BGI is working tirelessly to strengthen the severely disrupted economy,” the company said announcing the new launch which is set to complement its St. George and Castel beer brands.

Castel, while it has shown a lukewarm success in the capital, is one of the bestselling beers in the region of Tigray, where beer is widely consumed.

While the local beer sector has been hit hard with a slew of challenges, including an increase in tax that was abruptly introduced earlier this year, ban on television advertisement and the COVID-19 pandemic, other companies have also launched new products this year.

Earlier this month, Habesha introduced Kidame beer in a direct competition to St. George, a light beer that contains 4.8 percent alcohol. In addition, the company is also set to launch a belated draft beer of its signature product, Habesha, this year, according to Afel Amberber, the Marketing Manager of Habesha.

The company, owned by Bavaria and local shareholders, also owns a non-alcoholic drink, Negus, which has a growing market share in the booming non-alcoholic market.

BGI was forced to cancel the introduction of its Bouffard beer product, popular in Cameroon, after a lukewarm reception from early consumers and placing advertisements across the capital. BGI, owned by a French company, dominates the market with St. George and earlier this year cancelled its Zebidar brand and transformed its facilities in Wolkite for the production of St. George beer.

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