Pioneering By Daniel Tiruneh BGI is the leading brewery in Ethiopia with a leading share of the domestic beer market. BGI services thousands of sales outlets all over the country, and deploys Promoters to visit and monitor these outlets regularly. Apposit worked with BGI to develop a Sales Outlet Management platform using its Connect product that allows its Promoters to record and submit all sales and service follow up data electronically. This paperless data collection is aggregated automatically, and provides real time insight and actionable analysis to management and operational departments. BGI Ethiopia PLC, subsidiary of the Castel Group has recently introduced two new beer products in the market dubbed Doppel alcoholic beer and Senque malt, a non-alcoholic beer. Daniel Tiruneh presents a few questions to BGI Ethiopia Commercial PR Manager Gebreselassie Sefer ABN: When did BGI Ethiopia begin operation in Ethiopia and what was the motive behind its presence in Ethiopia? BGI International started its operation in Ethiopia in 1991 after acquiring the St. George beer brand from the Government of Ethiopia. The company expanded its footprint to the Ethiopian Market to address the need of the category consumer by offering its diversified portfolios. By doing so, the company has also created a job opportunity to thousands of fellow Ethiopians. ABN: Where are your export destinations? BGI being an international company continued to expand its presence in the different part of the world. 68
Abyssinia Business Nework // ABN
At present,we export to East Africa (Djibouti, South Sudan), Europe (France, Germany), North America (Virginia, Maryland, Dallas etc.), Australia, the Middle East and Israel, to mention a few. ABN: How do you execute your marketing and promotional strategies? BGI Marketing and Sales force work together in close collaborationto identify the business need in the Marketplace and accordingly craft relevant strategies that addresses the business gap. In addition, in-order to maintain our product competitiveness in the marketplace, our brewing experts ensure in maintaining the highest quality standards of our products by using quality ingredients supported by modern brewing technology. Modernizing Transport April 2021
BGI Ethiopia
Brewery
