SABMiller has gone back to its African roots, marketing its African beer brand, Chibuku, in ten countries across the continent.
Chibuku is an opaque beer based on traditional African recipes using maize and/or sorghum, depending on local tastes.
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SABMiller has invested $16m over the last 18 months in the brand, and is expecting to shift more than half a million hectolitres of Chibuku across new markets in Africa by the end of this financial year (March 31st 2013).
SABMiller's expansion of Chibuku is part of its strategy to make more affordable beers for lower-income consumers across Africa. It also provides a guaranteed market for the smallholder farmers through which SABMiller sources the maize and sorghum used in production.
In the year ending March 2012, SABMiller sourced maize and sorghum from around 40,000 smallholder farmers across Africa.
JH
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