Guinness Beer, the internationally known stout beer and product of Diageo, has been introduced to Ethiopia’s market at Sheraton Addis on Friday, April 7, 2017.

 Currently Ethiopia’s total beer consumption stands at 12 million hectoliters of beer per year. This made the Horn of Africa nation a desirable place for multinational companies to invest heavily in the beer industry of Ethiopia.

Diageo entered to the Ethiopian market after acquiring Meta Abo Brewery in 2012 through privatization for 225 million USD.

The new Diageo product is said to have an alcohol content of 6.5 percent. Accordign to Diageo the beer is crafted with extra hops and slow roasted barely to (be able) to release the full, distinct character and unmistakable deep, dark color.

The beer is scheduled to be launched in Addis Ababa on April 14 and expected to reach retailers throughout Ethiopia. The price is also expected to hire than other local beers, including Heineken which is retailed at 15 Birr.

Guiness Brand Ambassador in Ethiopia, Nebyou Kassu, noted “The beer is perfect for those looking for more character and more taste”. “The rich character of Guinness is best enjoyed by following the five-step perfect pour ritual. Because we roast our own barely to perfection this gives us a richer color and richer flavor”.

Source: The Reporter