ADDIS ABABA– The Meta Abo Brewery, a subsidiary of the British brewery firm, Diageo, announced that it has launched the first branded 330 ml malt PET bottle of its premium non–alcoholic drink, Malta Guinness.
Meta Abo Brewery, the leading malt drinks producer in Ethiopia, invested 14 million USD for the expansion of the malt drinks factory which resides at Sebeta town of Oromia State. The factory has the capacity to produce 32,000 bottles per hour.
Meta Abo Brewery Managing Director Stephen Nirenstein said that the launch of the PET bottles is taking in to consideration the need of the consumers who are always on the move and the portable bottles will provide a convenient way for them to enjoy their Malta Guinness on-the-go.
“Consumers seek brands that can be easily accessible and convenient. Diageo wants to drive growth by accessing new consumers and channels by introducing the very first branded malt in a PET format,” he added.
According to the Director, apart from providing consumers with a new experience, the PET bottles have created new job opportunities through the new PET facility at the Meta Abo Brewery Factory. “This illustrates our Company’s commitment to investing in the future of the Ethiopian economy and its people.”
Recalling Diageo first introduced a malt drink to the Ethiopian market in 2013 using glass bottles, the company’s Corporate Relations Director, Sisay Zerihun said that it is fulfilling its promise to care for the environment with the new PET bottles.
Sisay pointed out that Diageo has also a strong commitment to address plastic usage issues, and create sustainable positive impact in collaboration with key actors in Ethiopia’s beverage industry.
“Diageo is currently collaborating with other industry players and big corporate companies to effectively recycle the plastic bottles,” he said, adding that the company has invited PETCO, a South Africa-based NGO, to help coordinate its recycling efforts. PETCO is also involved in providing training that creates greater awareness of the opportunities and risks associated with plastic usage in Ethiopia.
Since August 17, 2013, Malta Guinness has been the first non-alcoholic, premium malt drink in Ethiopia. Meta Abo Brewery is a formerly state-owned brewery established in 1967, based in Sebeta town of the Oromia State. In January 2012, Diageo acquired the Meta Abo Brewery and since then it has invested 119 million USD into the brewery’s expansion, it was learnt.
The Ethiopian Herald, February 4/2020
BY BILAL DERSO
