E-Malt.com News article: 1917

Tanzania: Serengeti Breweries and InterBrew of Belgium launched the local production of Stella Artois beer brand on December 8, Business news reported on December 10. The launching ceremony of the brand which has been popular in the country since the early 90’s as an imported item, was presided over by the Minister of Industry and Trade, Juma Ngasongwa at the Royal Palm Hotel in Dar es Salaam. Speaking at the ceremony, attended by a representative of InterBrew of Belgium, Martin Schulz, and the Chairman of Serengeti Breweries, Mark Bomani, the minister lauded the move saying that it will contribute to security of employment and an export opportunity for Tanzania.

Noting that foreign investors were keen on investing in the country due to its tranquil environment, the minister also pledged that his ministry would make sure investors, both local and foreign, were exposed to fair competition .
Stella Artois is a product of the Belgium-based InterBrew — the third largest beer brewer in the world. Also speaking at the ceremony, the Chairman of Serengeti Breweries, Mark Bomani, assured Tanzanian customers of a good treat as InterBrew had only agreed to go into the venture after being satisfied that their stringent quality requirements and standards would be met.

“InterBrew is not the kind of company that would risk spoiling or compromising its international reputation through a doubtful associate,” stressed the chairman. He also added that to ensure that all its associates, including Serengeti Breweries Ltd, abided by such standards and quality, InterBrew would station or send from time to time some of its quality controllers to monitor production. Elaborating further on the joint move by the two brewers, Mr Bomani hailed it as a good step in transferring of technology from the first world to a third world country, “something that has always been urged as an important measure in the building-up of fair international trade.”

Serengeti Breweries also produces Serengeti the Kick, and Serengeti Premium Lager brands.

Mr Bomani also called for strict observation of the Fair Competition Act of 2003 and expressed his encouragement for the growing understanding among beer producers and dealers in the country. “In this regard we also welcomed the formation, two weeks ago, of the Tanzania Pub and Bar Owners Association (TAPOA), whose objective is not only the protection of the interests of pub and bar owners, but also as a vehicle for instilling a sense of discipline among its members and the enhancement of standards of the establishments of its members, not to forget the welfare of their workers,” he stressed.

Stella is Latin for ‘Star’ and refers to both the bright colour of the beer as well as the beer’s original launch as a Christmas beer in 1926. Artois is the family name of Sebastian Artois, the master brewer who bought and renamed the Den Horen brewery in 1717.


12 December, 2003