SBL celebrates 20 years of Serengeti Premium Lager
Oct 27, 2016

SBL announced the start of special celebrations to mark the 20th anniversary of its flagship beer brand, Serengeti Premium Lager, which was first brewed in 1996. The celebrations will go hand in hand with the re-launch of the beer brand. 


Speaking today at a press conference in Dar es Salaam, SBL Managing Director Helene Weesie, said besides showcasing the brand’s milestones for the past two decades, the celebrations are also meant to thank customers and the Tanzanian public at large for the immense support that has enabled Serengeti Premium Lager to become one of the leading brands in the Tanzanian beer market. 


“We thank our customers, suppliers, distributors, private sectors organizations, the government and all other stakeholders who have really supported us and walked with us through this exciting journey of success and achievements,” Weesie said.


Serengeti Premium Lager, the first 100% malt beer in Tanzania, is a brain child of a Tanzanian brew master, Mr. Winston Kagusa, who combined a German beer brewing recipe with a Tanzanian local twist to arrive at the brand. The beer, according to Weesie, was first produced targeting a niche market but its overwhelming reception in the market compelled the company to expand production by establishing two additional breweries in Mwanza and Moshi while maintaining its unique quality.”


Throughout the 20 years, the Managing Director said, the brand has evolved with different label designs that reflect the time and address key consumer needs while still maintaining the same great taste. “Our new label design shows that we listen to our consumers and are always aiming at staying close to their heart by giving them what they want,” Weesie said.


“We are proud to mark 20 years of brewing Serengeti Premium Lager in consistent quality across our three breweries in Tanzania. Our passion is to brew high quality Serengeti Premium Lager in a compliant manner and because of that we are aligned to TBS standards as well as ISO proven,” Weesie said. The recognition both locally from our consumers and the more than 10 internationally accredited medals that the brand has won, are a testimony of that quality and consistency.


She underlined SBL’s commitment to continue ensuring that Serengeti Premium Lager maintains its enviable position as a world-class quality product that not only offers enjoyment to its customers, but also unites the country’s diverse population as epitomized in the brand’s motto: “Our Nation. Our Pride. Our Beer.”


The start of the 20th anniversary celebrations will be a cocktail party to be held on October 27th at the Hyatt Regency Hotel in Dar es Salaam where, according to the MD, SBL key stakeholders including distributors, the media, government agencies and executives from the business sector would be invited to witness the brand’s relaunch.