Stella Artois is to return to Tanzania. Interbrew has agreed a deal with Serengeti Breweries Ltd to brew the brand locally, it was reported yesterday.
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Stella had enjoyed strong sales in the early 1990s, but heavy import duties and other taxes chargeable on foreign beers and stiff competition from local beer producers saw the drink leave the Tanzanian beer market.
According to Mark Bomani, chairman of Serengeti Breweries, US$4m has been spent on the factory line to allow the company to brew the beer locally.
The announcement signals a new competitor for Tanzania Breweries Ltd, which controls 98% of the country’s beer market.
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