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Reginald Ndlovu

Business Reporter
THE Bulawayo municipality-run Ingwebu Breweries yesterday launched its new non-alcoholic beverage line “Royal Mahewu” as part of measures to expand business and market share. The new product comes in several flavours including the traditional banana, strawberry, apricot and vanilla.

Managing director Reginald Ndlovu could not disclose the amount invested into the new venture but said the product was prompted by the general shift in the beverages industry in light of health considerations.

He acknowledged that new trends have resulted in less alcohol consumption, less fizzy drinks and more wholesome beverages such as fruit juices and mahewu.

“There is therefore a need to respond to that shift. We project that we should be in a position to meaningfully respond to appropriate market demand in the next three years. A lot of investment is required to achieve this vision. Bear in mind, all the growth that you see in our business is organic, it comes from our internally generated resources,” Ndlovu said.

“The rapid shift in the performance of our economy makes it a moving target. With the demise of industry in Bulawayo, we now eye new markets, which we’ve already ventured into and will continue to develop.

“We’re consolidating our foothold in the erstwhile markets and we hope that with the cooperation of our stakeholders, we shall achieve our projections. A 12 percent growth in 2015 is anticipated.”

The company is already producing several products such as “Shake Shake”, “Calabash” and the “Bulk”, which is served in beer mugs.

Ingwebu Breweries has been in the beverages industry for over a century and has been a major revenue contributor to the local authority until the downturn of the economy a few years ago.

The shift to non-alcoholic beverages means the company will compete with rival producers such as Delta Beverages and Dairibord who are already offering the product.

Consumers view this as a positive development in terms of pricing and product availability.

Ingwebu has not been spared from the harsh economic environment which has seen the company closing several of its beer halls and retrenching dozens of workers.