New beer joins Uganda’s market

The new Amstel beer that has just joined the Uganda market. Courtesy photo.

Speaking to media recently, Greg Metcalf who has been at the helm of the Nile Breweries Limited since 2014 said despite the economic hardships the country is facing, he still saw Uganda as a big potential growth market in the long term.

And it appears it’s not just him but his competitors as well. Heineken Uganda has launched a new brand, Amstel Beer on the Ugandan market.

“With just four natural ingredients: water, malted barley, hops and yeast, plus a reasonable 5.0% ABV, Amstel beer sets the new standard for a slow brewed, premium quality beer with a flavour that is smoother and superior in taste,” said Uche Unigwe, General Manager Heineken East Africa at the launch held at Lawns Bar, Kololo.

“Amstel is now available across the country for premium beer drinkers looking for a crisp beer. AMSTEL offers an upgrade by delivering a premium imported beer taste for an active, balanced lifestyle.

The new product is available in 6-pack bottles and cans across major retail outlets and bars.”

Amstel joins other premium brands like Nile Gold, Castle Lite, Heineken and Redds that have been on market for quite sometime.

“This entry by Amstel will add momentum in transforming HEINEKEN Uganda’s existing business across the country by extending its footprint, increasing scale and further strengthening its brand portfolio,” said Njeri Mburu Marketing Manager Heineken East Africa.

She added, “Amstel is a winning proposition for retailers and on-premise operators as it offers an imported alternative to their domestic premium beer selection.”

The average beer consumption in Africa is 10 litres while the average beer consumption in Uganda is 8 liters.



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