Ethiopia: Raya Brewery to test its new factory soon

In two weeks’ time, Raya Brewery S.C. is going to start testing its factory aiming to begin producing beer by the end of December, Fortune reported on December 3.

This was announced the company’s general manager Atakilti Kiros during a meeting held at Elily International Hotel.

It was among 58 shareholders the brewery was founded, which includes Ethiopia’s former army chief of staff Tsadkan Gebretinsae and Ambachew Abreha, former head of Ethiopian Shipping Lines (ESL). Nonetheless, the number of shareholders has now grown to 2,441.

According to Atakilty, it was back in 2013 that Raya started constructing the brewery in Bohera Mountains.

There are different competitions that will wait for Raya as it enters the Ethiopian market. Different international giants have recently joined. Diageo has bought Meta Abo brewery for USD 250 mln in 2013. Heineken on the other hand now owns Bedele and Harar Breweries, in addition to its newly launched brand Walya Beer.

There is also BGI Ethiopia producing St. George, Castle and Amber beers. It has a 52 percent share in the Ethiopian market. Habesha Brewery is going to join the market soon.

Raya is aiming to control and dominate the northern market, Yemane Kidane, shareholder of the company explained. The brewery’s current production stands at about 5.62 mln hl.

Atakilti explained Raya has tested its beer at hotels in Tigray State’s capital, Mekele, Dessie and Addis Ababa. He noted the beer got a positive response.

“We have already recruited distributors competitively, and this would enable us to reach all over the country,” the general manager noted.

05 December, 2014