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Delta Beverages is seeking to increase the market share of its alcoholic brand, Golden Pilsener, by investing in the 2014 edition of the Harare International Festival of the Arts (HIFA), an official said on Tuesday.
Marketing manager Patricia Murambinda said investing in HIFA would allow Golden Pilsener to appeal to a wider audience on an international platform and increase its market share.
“As a flagship brand in the premium beer category, commanding 16, 6 percent market share in Zimbabwe, this takes the brand and gives it an opportunity to increase profit and market share by recruiting new brand users,” she said.
Murambinda said unique positioning of Golden Pilsener made it the ideal beer to recruit new users who were ready to trade up from the mainstream brands like Castle and Lion Lagers.
“Golden Pilsener is positioned as a beer for the unique discerning individual and I believe the unique discerning individuals are the ones who attend HIFA,” she said.
HIFA executive director Maria Wilson said Delta as a beverages group is the biggest and long standing partner of the festival.
“Golden Pilsener is a relatively new partner of HIFA in terms of a brand from the stable of Delta Corporation because remember we used to be Lion Lager and then Golden Pilsener came on. So we went from red to green now. It is a successful brand, something that everybody wants to enjoy.
“For Golden Pilsener and HIFA, this partnership is something we enjoy. You are a company that has gone out there and taken the brand to a whole new level, we are proud to have you at HIFA,” she said.
Wilson said the overall aim of HIFA was to inspire local artists by allowing them to perform at the festival.
“In everything we do that is the end goal. Last year, over 800 out of the 1 100 performers within HIFA were Zimbabweans.”
“We had over 25 nationalities on stage but a great majority from Zimbabwe,” she said.
HIFA is one of the largest international arts festival in Africa.
It was established in 1999 by Manuel Bagorro and takes place each year in late April or early May in the caiptal.
The week-long festival encompasses five principal disciplines namely theatre, music, dance, fine art, and poetry.
This year the festival runs from April 29 to May 4 under the theme ‘Switch On”.- New Ziana
Online Reporter