AB InBev-Hero Lager | www.drinks.ng

Nigerian beer brand, Hero Lager will soon be exported to other countries across the globe after Anheuser-Busch InBev (AB InBev) announced its plan to introduce African beer brands to its markets around the world on Wednesday.

AB InBev is hoping to make the best of its takeover of SabMiller by expanding its African market, as well as the global reach of its brands.

Head of AB InBev’s African Operations,  Ricardo Tadeu, said: “There are so many very unique African brands and I think it is time to sell African beers to the greater market.

“There is huge potential for these brands to be exported.”

The company chose eight of its most popular brands within Africa as the pioneer set to be exported, with Nigeria’s Hero Lager included among other brands like Castle Lager from South Africa, Tanzania’s Kilimanjaro.

On the other hand, the beverage giant will also introduce global brands like Budweiser, Stella Artois and Corona to the African market.

Estimating that by 2023, 65 million Africans would reach the legal drinking age, the company sees it as an opportunity to increase beer consumption in some African markets where annual consumption average reaches around 10 litres.

AB InBev has been spurred on by the success of the Hero brand in Nigeria and Sorghum-based Chibuku in several African countries.

Tadeu also revealed that the brewer plans to build a new plant in Nigeria that could cost as much as $400m. “We are prioritizing what we need to do in Africa, rather than trying to find new things,” Tadeu said.

 

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