Online Reporter
Sikhulekelani Moyo, Sunday News Reporter
INGWEBU Breweries, owned by the Bulawayo Municipal Commercial Undertaking, is actively promoting its latest product, Cream Ta Taa, across various markets.
With the goal of reaching a broader market and boosting revenue, the company is capitalising on the product’s long shelf life, which facilitates distribution throughout the country.
This comes after the company made significant strides in modernising its production processes after completing the installation of a state-of-the-art US$1,7 million Beer PET (Polyethylene Terephthalate) packaging plant.
The investment aligns with Ingwebu Breweries’ broader strategy to diversify its packaging solutions, ensuring convenience and accessibility for consumers.
Known for its opaque sorghum beer packaged in traditional containers, the company diversified into PET packaging, which is expected to improve product preservation while catering for modern consumer preferences.
Faced with limited beer market growth as a result of the limited shelf-life of its traditional beer products, such as Calabash, the company acquired modern technology to value-add its beer to produce a pasteurised and carbonated product, which has a longer shelf life than its traditional lines.
Ingwebu managing director Mr Dumisani Mhlanga, said with the introduction of the Cream Ta taa, they have managed to reach different markets.
“The reason why we came up with this product is because we couldn’t reach to other markets with our Calabash, which doesn’t have long shelf life and with Cream Ta taa we are now going as far as Beitbridge, Hwange, Victoria Falls and even Chiredzi and along Harare Road we have gone as far as Kadoma,” said Mr Mhlanga.
“We are also in Gokwe and we are looking forward to penetrating the Harare market.
“This product is also meant to attract a new market segment where we want to attract young people.”
This development, according to Mr Mhlanga, will push more revenue, which is in line with the company’s recapitalisation strategy.
Through roadshows, Ingwebu is moving around the city and other parts of the country promoting their product, with some people tasting the Cream Ta taa for the first time.
Speaking to people who tasted the product, they said it is good and it matches the quality of other similar products.
“Cream Ta taa yiyo kanye, asisanathi into ezinjani njani. Asisahambi ngokunye sesihamba ngeNdlovu umntwana omutsha onatheka lanxa etshisa,” said Edward Maseko, one of the people who were at the Bulawayo roadshow held yesterday, saying that the product is good even if it’s not chilled.
The installation of the Beer PET plant comes at a time when Zimbabwe’s beverage industry is experiencing increased competition from international players.
With its deep-rooted heritage in Bulawayo, Ingwebu Breweries is looking to leverage innovation to maintain its market share and remain a dominant force in the industry.
The PET packaging is becoming increasingly popular due to its weight, cost-effectiveness and environmental benefits when properly managed through recycling initiatives.
The investment also signals Ingwebu Breweries’ commitment to sustainability and modern business practices.
Beyond its impact on production and distribution, the Beer PET project is expected to create employment opportunities in Bulawayo and surrounding areas, in the process providing much-needed economic benefits to local communities.
“For now, we want to grow the product and in the next few years, we will be talking about having a new plant to increase capacity,” said Mr Mhlanga.
“We have about 400 workers and the new project has employed an additional 21. Some of the workers running the plant were moved from other sections.”
Mr Mhlanga added that the new plant will further boost support to local farmers.
“We have sorghum contract farmers in Chikombedzi and Binga.
“This model has existed for a long time. Last year, we could, however, not get much from them due to the drought. We are hopeful of better fortunes this year.”
@SikhulekelaniM1
