Ethiopia's Meta Abo Brewery S.C. has launched a non-alcoholic malt drink to venture into the non-alcoholic beverage market.

A particular segment of the society the company identified as being a potential customer base is the Muslim population of Ethiopia, which because of its religious drink is prohibited from drinking alcoholic drinks.

Meta Abo ’s venturing that the drink, sweeter and non alcoholic, will win over consumers who prefer non alcoholic beverages.

Francis Agbonlahor, Managing Director of Meta Abo Brewery said the new drink has been tested and found satisfactory in many African markets, and Ethiopia is the 50th country where the latest beverage is launched.

“This drink is meant for every occasion, and is there to meet the changing needs of Ethiopians who want to have a refreshing drink” said Francis adding that the company is planning to first launch the product in Addis Ababa before being introduced to other towns.

Source: New Business Ethiopia