Sorghum beer volume increased by 2% to 3,6 million hectolitres. The outturn reflected a significant growth in Chibuku Super which contributed 71% of the total volume. The new breweries at Masvingo and Kwekwe were operational for the full year. There were product supply gaps in the fourth quarter arising from the under supply of PET bottles due to challenges afflicting our packaging suppliers in importing resin.
An improved 1,5 litre Scud bottle was introduced during the year to replace the 2 litre pack. The roll out of the pack was prolonged due to delays in importation of the spares required for plant modifications. The new pack provides a more accessible price point for our consumers whilst addressing aesthetics and enhancing product integrity
CHIBUKU IN THE COMMUNITY
SAFEGUARDING OUR HERITAGE.
The Chibuku brand is synonymous with sharing, friendship and our cultural heritage. Its age-old campaign themes “Chibuku, Hari Yemadzisahwira”, “Its Bho-o neChibuku” and “Chinonzi Chibuku my Friend” have now been relaunched under the “Made for Brothers” campaign for Chibuku Super with “Share a Super with a Brother”.
This aims to cement the brand’s proposition of Nourishing the Bonds of Brotherhood. This fitted very well with the Ngatizivane neMitupo/Isibongo (totems) expose which rekindled the discussions about the traditional ways of greeting, praise, family names and their origins.
CHUBUKU SUPER SOCCER CUP.
The brand’s romantic relationship with football continued with the running of the third edition of the Chibuku Super Cup won by Harare City FC in a final match against How Mine.
CELEBRATING OUR CULTURE IN MUSIC.
The Chibuku brand maintained its longstanding partnership with the Zimbabwe Arts Council through the sponsorship of the Chibuku Road-to-Fame and Neshamwari Dance Festivals. These provide a platform not only for consumers to enjoy the brand but also for the development of the arts and celebrating our rich cultural heritage in Zimbabwe.
CHIBUKU SUPER FOR A CLEANER COUNTRY.
We are aware of the environmental impact of the one-way PET pack which has increased the presence of litter in undesirable places. To reduce littering and manage post consumption waste, Chibuku Super leads the “Maoko Pamwechete” initiative which is part of the group wide program under the “Make A Difference – Recycle”.
These programs have received tremendous stakeholder support notably from Environmental Management Authority (EMA), retail customers, local authorities, non-governmental organisations and waste collectors. The used bottles are sold to PetreCoZim, the industry funded PET recycling entity based in Harare.
GROWING LIVELIHOODS WITH SORGHUM.
The sorghum contract scheme had another successful year delivering sufficient crop for our needs. The government sponsored Command Agriculture Program has introduced pricing distortions by setting unsustainably high cereal prices which may crowd-out private sector participation. The scheme contracts both commercial and communal small scale farmers to grow sorghum. The contract scheme impacts and uplifts the livelihoods of more than 9 000 families.