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Heineken's General Manager for Ethiopia, Johan Doyer |
just-drinks: What was the strategy behind the new brewery?
Johan Doyer: Heineken bought two breweries in Ethiopia (in 2011) - one in the east and one in the west. These breweries have strong positions in their home markets, but Ethiopia is a big country. So, you need capacity in the heart of the market, the center of the country. The new brewery (near Ethiopian capital Addis Ababa) will be good for our future development.
j-d: What's more important for breweries in Ethiopia? Location or capacity?
JD: It's a combination of the two. Ethiopia is a big territory: 85m people are spread out across the country. It's important to be in the urban areas, which is basically Addis Ababa, and we cover that with the new brewery. But, there are still other areas and we'll have to wait and see how the regional markets develop and how the infrastructure grows to see if we need more breweries. But, with the three breweries, we already cover the market quite well.
j-d: Will you build more breweries?
JD: I'm not saying that, but in a big market like Ethiopia then you have to look at how best to cover the market. It depends not only on the brewing location but on how infrastructure develops, urbanisation... There are many factors.