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News from Angola – Last week, a series of social initiatives aimed at strengthening moderate beer consumption were launched in Luanda by the Refriango Initiative.
The event was held during the celebrations of International Beer Day which was observed on Friday.
By Amilton Victor
The initiative, called “Cheers to Beer,” is not only aimed at consolidating its market position as a beer group, but also aims to emphasize consumers’ careful consumption of beer and promote road safety education activities.
Speaking to the media, Tânia Jardim, Marketing Administrator of Refriango, said the initiative will last until September and will include competitions, awareness-raising actions, wine tasting events, entertainment and sports activities.
According to the director, on the other hand, the aim of the campaign is to rethink the importance and economic contribution of this drink to Angola’s GDP, as well as to strengthen the company’s beer portfolio for consumers in an increasingly competitive market.
“It is very important to rethink the guidance and education of young people. I believe that these are very effective initiatives. For example, in the first half of 2024 alone, Tigra invested about one hundred million kwanzas (100,0000,000) in projects in the fields of education, culture and sports”, he concluded.
Refriango produces around 120 million litres of beer per year. The group has been on the market for 18 years, guarantees 2,700 direct and indirect jobs and owns brands such as Tigra, Brava, Birra, Super Bock and Cristal.
The factory has 24 production lines, including 6 brewery lines, located in an industrial area of 42 hectares. At present, in addition to supplying the country, it also exports to the Democratic Republic of Congo, Cape Verde, Mozambique, Sao Tome and Principe, in addition to Uganda, Namibia and parts of Asia and Europe.
Angola beer production status
Currently, the country’s largest beverage producers, Grupo Castel and Refriango, are facing a shortage of raw materials, which has led to production restrictions, especially for beer.
For example, the Castel Group has been forced to close the Nocal plant, while beer is now produced in the plant that makes Cuca and Eka. These restrictions have led the company to lay off around 40 employees in April this year, and now chooses to hire temporary workers to reduce labor costs.
The same situation occurred with Refriango, the reference beer brand being produced by only one bottling line, which is why there was a shortage of the product on the market and it was difficult to meet the demand.
International Beer Day, scheduled for August 2, 2007 in Santa Cruz, California, is a global celebration dedicated to valuing beer culture, involving consumers and producers.
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