Sudanese success story

White Bull: brand unique to Southern Sudan

SABMiller to double capacity of Joba brewery

Commercial brewing is succeeding in places where peace has proven difficult to establish. From commencing production in May 2009, SABMiller subsidiary Southern Sudan Beverages Ltd is to double the capacity of its brewery in Juba to 350,000 hectolitres by the end of 2010.

The brewery will continue to brew White Bull lager and Chairman’s Extra Strong Beer in addition to beginning production of SABMiller existing brands Nile Special Lager and Club Pilsner. Carbonated soft drink capacity will also be expanded, from 60,000 to 320,000hl in response to consumer demand for Club Minerals Sparkling Soft Drinks and Source Pure Mineral Water.

“Many people questioned our logic in building not only the first brewery that Southern Sudan had seen for 50 years but also the first manufacturing facility in Juba,” commented SSBL managing director Ian Alsworth-Elvey.

“We have sold more beer in the first three months of our second year of operation than we did in the first nine months since production began and in 18 months we have turned the brand into one of the most recognisable in the country.”

The original 180,000hl brewery was built at a cost of US $37 million. It created 100’s of jobs and thanks to an innovative land lease agreement the community in Juba, the capital of the semi-autonomous south of Sudan, receives royalties from the development.