By Melody Korongwe
Bulawayo-based Ingwebu Breweries, under the ownership of the Bulawayo Municipal Commercial Undertaking, is setting its sights on a broader market presence by launching its latest offering, Cream Ta taa.
Recognizing the growth limitations posed by the shorter shelf life of its traditional opaque beer, such as the popular Calabash, Ingwebu is leveraging modern technology to revolutionize its product line.
The newly introduced Cream Ta taa is a pasteurized and carbonated beer boasting a significantly extended shelf life, enabling broader distribution and market penetration.
This innovative product marks a strategic shift from Ingwebu’s conventional offerings, unlocking opportunities in regions previously inaccessible due to logistical constraints.
Speaking at the recent Bulawayo Investment Development Conference (Bedcon25), Ingwebu Breweries’ Managing Director, Mr. Dumisani Mhlanga, emphasized the transformative potential of Cream Ta taa.
With its durability and wider distribution capabilities, the product is already making inroads in Victoria Falls and Beitbridge. Expansion plans are underway to establish a national footprint.
A cornerstone of this strategic move is a significant investment in a state-of-the-art PET (Polyethylene Terephthalate) packaging plant. This facility enhances packaging efficiency and creates 21 new jobs, contributing to the local economy.
The investment aligns with Ingwebu’s broader vision to strengthen product longevity, improve distribution efficiency, and remain competitive in Zimbabwe’s evolving beverage industry.
Ingwebu is also diversifying its portfolio to include non-alcoholic beverages.
The company has begun marketing mahewu, a traditional drink, across Bulawayo and neighboring markets. This step underlines Ingwebu’s commitment to catering to varied consumer preferences and expanding its market base beyond alcoholic beverages.
Mr. Mhlanga stressed that these strategic developments aim to bridge competitive gaps and significantly grow the company’s revenue.
“Such growth is pivotal not just for Ingwebu’s business performance but also for its contribution to Bulawayo’s economy and Zimbabwe’s broader economic development”, he said.
Additionally, Ingwebu has adopted a franchise model to empower local entrepreneurs. This initiative enables Bulawayo residents to engage in the distribution and marketing of Ingwebu products with minimal capital, boosting local enterprise and expanding the company’s reach.
Hundreds of private distributors across Matabeleland North and South and the Midlands provinces are actively involved in the marketing of Ingwebu’s diverse product lineup.
Ingwebu Breweries’ commitment to innovation, investment in technology, and inclusive growth strategies underscores its ambition to cement its place in Zimbabwe’s beverage market.
With Cream Ta taa’s extended shelf life and a focus on non-alcoholic alternatives, the company is poised for substantial growth and an enhanced role in driving economic activity across the nation.
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