Diageo Invests $14mln to Expand Meta Abo Brewery

ADDIS ABEBA – The Meta Abo Brewery, a Diageo company, announced today it has invested 14 million US dollars to expand its malt drinks factory in Ethiopia.

The factory – with a production capacity of 32,000 bottles per hour – is located at Sebeta town in Oromia Region.

Together with the new expansion project, Meta Abo also announced the launch of the first branded 330ml malt PET bottle of its premium non–alcoholic drink, Malta Guinness.

Speaking at the product launch, the Managing Director of Meta Abo Brewery Stephen Nirenstein, said: “Our consumers are always at the heart of what we do and the launch of these PET bottles is no exception”.

“We recognize that our consumers are always on the move and so these portable PET bottles will provide a convenient way for them to enjoy their Malta Guinness on-the-go,” he said.

“Consumers seek brands that can be easily accessible and convenient. Diageo wants to drive growth by accessing new consumers and channels by introducing the very first branded malt in a PET format,” Stephen told reporters.

In addition to providing consumers with a new experience, the PET bottles have created new job opportunities through the new PET facility at the Meta Abo Brewery Factory.

“This illustrates our Company’s commitment to investing in the future of the Ethiopian economy and its people,” says Stephen.

Diageo first introduced a malt drink to the Ethiopian market in 2013 using glass bottles. With the new PET bottles, the Company is fulfilling its promise to care for the environment.

“Diageo has a strong commitment to address plastic usage issues, and create sustainable positive impact in collaboration with industry players in the markets we operate in,” said Sisay Zerihun, spokesperson of the Company.

Diageo says it is currently collaborating with other industry players and big corporate companies to effectively recycle the plastic bottles.

The companies have invited PETCO, a South Africa-based NGO, to help coordinate their recycling efforts, and provide training that creates greater awareness of the opportunities and risks associated with plastic usage in Ethiopia.

The new PET bottles are now available in a 330ml format in 6 and 12 packs in markets across Ethiopia.

Diageo acquired Meta Abo Brewery – a formerly state-owned brewery – in January 2012 and, since then, it has invested $119m USD into the brewery’s expansion.

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