Afdis seeks regional markets

Afdis seeks regional markets
Published: 02 October 2017
AFRICAN Distillers (Afdis) Limited has revived its bid to seek export markets for its beverages as it moves to grow its business.

Afdis manag­ing di­rec­tor, Mr Ce­cil Gombera, said his company was seeking a market for its products in the region.

Last year the company had shelved plans to export its beverages due to the weakening of regional currencies against the United States (US) dollar.

The com­pany had an­tic­i­pated ex­plor­ing Southern Africa Development Community and Common Market for Eastern and Sothern Africa (Comesa) markets follow­ing in­creased pro­duction after it commis­sioned its state-of-the-art $5 mil­lion cider production and pack­ag­ing line in 2014.

"We continue seeking ways of exploiting exports markets for our products in the region. Efforts to seek ways of exporting our products into neighbouring countries are underway," said Mr Gombera.

Two years ago the firm penetrated Malawi and wants to expand to many countries in the region and beyond.

Mr Gombera said the rise in the number of companies manufacturing spirits in the country as well as the smuggling of an assortment of such products has not had significant impact on the company's sales.

"Competition is healthy and we believe that keeps us on our toes and also benefits the consumer.

"We are always looking to exploiting viable gaps in our market segments through introduction of exciting new products.

"We listen to our consumers' needs and keep abreast of world trends in the alcoholic beverages market with the aim of keeping abreast of latest offerings.

The environment remains very tough but we will always endeavour to out compete our rivals," he said.

Last year the company's revenues rose 10 percent to $14 million on the back of increased consumption with all product categories registering volume growth. Ciders were well ahead of other segments at 40 percent over prior year. Spirits, in particular Viceroy brandy, showed strong recovery compared to previous periods.

Afdis has been in operations in Zimbabwe since 1944 and operates nationwide with depots in Harare, Bulawayo, Kwekwe, Masvingo, Mutare and Victoria Falls. 
- online
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