Angola: Portuguese company wants to lead Angolan imported beer market

28 November 2007

Luanda, Angola, 28 Nov – Portuguese beer maker Sagres wants to become the leader of the Angolan imported beer market by covering the entire country, the company’s chairman, Alberto da Ponte, said Tuesday in Luanda.

Da Ponte said that the new strategy for the brand, which is recognized by 94 percent of Angolan consumers, is based on the development of partnerships with distributors with a great capacity to penetrate all market segments.

During a meeting to present the company’s new strategy for the Angolan market, the chairman of Sociedade Central de Cervejas e Bebidas (Scc) said that re-launch of the Sagres beer in Angola was first addressed in a detailed study, taking into account the characteristics of the Angolan consumer.

As part of the new positioning of the brand, the company plans to invest over US$1 million in a marketing plan that will coincide with the launch of Sagres’ new beer package onto the Angolan market in December.

Angola consumers 550 million liters of beer every year and, according to Scc’s analysis this is expected to increase to 620 million liters in 2008.

Da Ponte also said that Sagres’ Portuguese shareholder group has not ruled out setting up a factory in Angola. (macauhub)