Delta introduces new lager on the market

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Sable Lager

BY WINSTONE ANTONIO

THE country’s leading beverages manufacturer, Delta Beverages on Friday launched a new alcoholic beverage brand, Sable Lager adding to its range of local beers on the market.

Delta’s family of lager beers include Castle, Lion, Black Label, Pilsner, Bohlingers, Castle Lite and Zambezi. It also manufactures and packages carbonated and non-carbonated soft drinks.

Speaking at the event, Delta marketing director Irimayi Muzorewa said they were confident that consumers will enjoy the new lager brand because of its unique qualities.

“We introduce Sable Lager, a new lager beer to the portfolio of our well-loved brands. Sable Lager is a culmination of many months of hard work by the Delta Lagers team, our research and brand agency partners,” he said.


Irimayi Muzorewa

“Sable Lager is an easy drinking beer brand which offers a smooth non-bitter liquid, very different to our wellknown classic mainstream beers like Castle Lager, Lion Lager and Carling Black Label.”

He said this  expands not only its beverage portfolio, but also its customer base.

“Most importantly, to us and our traders, this will give our businesses the opportunity to benefit from incremental volume, revenue and profits.” Muzorewa said.

He said they remain committed to enhance customer service which include plans to improve supply of their brands.

“We have already commenced work on investing in additional capacity to help us deliver on this commitment,” Muzorewa revealed.

Speaking at the same event, Delta Lagers general manager Tichaona Rinomhota described the launch of Sable Lager as a special milestone for  the beverage manufacturer, traders, supply chain partners and consumers.

“Over the past years our focus has been on the development and growth of our existing brands, additional regional and global brands to our portfolio, and the expansion of our existing pack offerings to traders and consumers,” he said.

“Sable Lager is a game changer for us all, because of its unique and very deliberately crafted value proposition for the target consumer.

“That, being a mainstream priced beer, adorned in bold and differentiated premium packaging and offering a distinct smooth and easy drinking experience reminiscent of premium brands, but at a lower price point, for our mixed gender consumers.”

Rinomhota said the business remains optimistic about the future of clear beer in Zimbabwe, despite the current economic challenges and the disruptions of COVID-19.

“We will continue to invest ahead of demand, with more new brands and packs, for our new consumers and new occasions. I sincerely hope that this brand will be met with the support and enthusiasm it deserves,” he said.

Delta marketing manager Kundayi  Mawema said Sable Larger was not just for the male consumer, but female consumer as well.

“Sable lager is a proudly mixed gender brand made for both men and women to enjoy confidently, with the ease of knowing that their needs will be addressed with a smooth easy drinking beer,” she said.

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