White Bull Lager has been specifically brewed to meet the tastes of the Southern Sudanese consumer and is the culmination of months of planning and testing.
The White Bull is an easily recognised cultural symbol for the people of Southern Sudan, and is synonymous with promoting the positive feelings of celebration, success and peace, SABMiller said in a statement on Friday.
SSBL's team spent months getting to know the Southern Sudan consumer, their tastes, their demands, and their expectations in a quality beer.
SSBL's new beverage plant is the first local manufacturing facility in Southern Sudan's capital city, Juba and has the capacity to brew 180,000hl of clear beer and 60,000hl of carbonated soft drinks annually.
This brings the total number of African countries that SABMiller plc now has interests in, to 35.
Mark Bowman, Managing Director of SABMiller Africa said, "Southern Sudan has immense potential and we are delighted to be putting beverage production on the map in this country.
"Up until now, people have only had access to beers and soft drinks imported from elsewhere. White Bull Lager will provide a local, high quality product at an affordable price."
Ian Alsworth-Elvey, Managing Director of SSBL said, "The introduction of White Bull Lager marks a proud day for both the people of Southern Sudan and Southern Sudan Beverages Limited. We've only just emerged from civil strife and already we're showing the world that Southern Sudan can produce a product that can stand side-by-side with any in the world. It's a remarkable achievement."
The US$37-million investment will also create employment for hundreds of Sudanese locals and has already employed a large number in the construction of the plant.
The local Juba community also has a pioneering land lease agreement with SABMiller plc that will ensure they receive royalties from the development.
Communities around Juba also stand to benefit significantly from creation of employment and through indirect commercial and related activities and support services.
In addition, the brewery will also be providing the local communities with clean drinkable water that it has extracted from the Nile and purified.
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