Delta Beverages launches Chibuku Super

Published: 10 June 2013

DELTA Corporation, Zimbabwe's largest company in terms of market capitalisation, has moved in to further entrench its blue chip status by announcing the launch of a new beverage. According to the listed firm, a new offering to the popular Chibuku franchise has been unveiled and is set to add momentum to the traditional beer segment which already contributes close to 60 percent of the brewer's annual volumes.

The new opaque beer, Chibuku Super, is a shelf stable, constant Alcohol by Volume product and is set to be introduced to the market, featuring bold and innovative new packaging in an embossed PET bottle, Delta said in a statement.

The new product features a screw cap which is a first for any locally made beer.

Together with a distinct, unique and carbonated taste profile and significantly extended shelf life, exceeding 21 days, the new beverage is set to be a game changer.

"We are excited about Chibuku Super.

"This new product demonstrates our commitment to manufacturing and marketing only the best in class products and to ensuring that we add to our consumers' enjoyment of life by making available popular brands in new and exciting formats," said Delta Beverages executive director for marketing Mr Max Karombo.

The launch of Chibuku Super in Zimbabwe comes hot on the heels of a bold and ambitious goal by London Stock Exchange-listed beer giant SAB Miller to expand its portfolio across Africa by driving the roll out of Chibuku across the continent.

The global brewer is this year looking to seed and expand the product in other parts of Africa after spreading it as far afield as Ghana and Uganda.

SAB Miller's Zambia unit piloted Chibuku Super last year, and has been unable to meet market demand for the product.

Delta Beverages is an affiliate of the global SAB operation.

"The best thing about Chibuku Super is not just that it provides superior value for the consumer, but the customer also benefits.

"The product's unique shelf life enhances the ability of retailers to stock the product with confidence.

"Additionally, we have worked our prices to ensure that the margin on the product is attractive to the trade," said Mr Irimayi Muzorewa, channel executive at Delta Beverages.

The new product is supplied from a brand new plant constructed just outside Harare at a cost of over US$6 million.

The new line, designed in Germany, includes an online blow moulder, a pasteuriser and a shrink wrapping machine which will all be a first for opaque beer making not only in Zimbabwe, but across Africa.
- TH