Online Reporter
Fungai Muderere
ZAMBEZI has expanded its beer portfolio with the launch of Zambezi MIST, a lighter, smoother beer targeting consumers seeking refreshment, quality and an easy-drinking experience.
The product was unveiled last Friday at Kings and Kraal, with industry players, trade partners and media representatives attending the launch.
Marketing manager, lagers, Kundayi Mawema, said Zambezi MIST was developed in response to changing consumer tastes, particularly among younger consumers.
“Across the world, consumers are looking for balance. They want quality without compromise, refreshment without heaviness, and experiences that allow them to stay present, connected and in control,” said Mawema.
She said younger consumers increasingly expected brands to be expressive, socially relevant and shareable.
“We believe Zambezi MIST answers them in a distinctly authentic and Zimbabwean way,” she said.
Marketing director Irimayi Muzorewa said the product strengthened the Zambezi portfolio while building on the brand’s longstanding reputation.
“We are proud to introduce Zambezi MIST, created for consumers who want the full satisfaction of beer in a smoother, lighter, more refreshing and easier-to-enjoy format,” he said.
Crafted from 100 percent malt, Zambezi MIST contains four percent alcohol and is described as smooth, full-flavoured and refreshingly balanced.
The beer carries the tagline “All Beer. All Easy.”, supported by “Do Your Thirst a Favour”, positioning it for social gatherings, entertainment and relaxed occasions.
Muzorewa said the product also offered retailers an opportunity to grow the beer category, premiumise occasions and attract new consumers to the Zambezi franchise.
The rollout will include sampling, market activations and visibility campaigns aimed at driving awareness, trial and repeat purchases.
The launch culminated in a toast to Zambezi MIST, which Muzorewa described as part of the company’s effort to shape the future of beer in Zimbabwe. — @FUngaiMuderere.
derick.khumalo