BGI-Ethiopia, the leading beverage company in the country, has launched its ambitious Vision 2028 in a strategic move to reinforce its market dominance.
This transformative initiative seeks to reshape the company’s operations, ensuring sustainability and fortifying its position as an industry leader.
At a press conference held at the Sheraton Addis Hotel, Herve Milhade, the CEO of BGI-Ethiopia, outlined the key elements of the Vision 2028.
The company is poised to make substantial investments in its operations, production network, and distribution model, signalling a commitment to adapt to the evolving Ethiopian market dynamics.
A major component of the investment plan involves increasing production capacity, with the historic Addis Ababa plant set to be relocated to the breweries in Sebeta and Maichew.
Milhade emphasized the significance of this move, stating, “The investment is one of the major projects we are running to make our company operationally more competitive and continue to provide the best products to our consumers.”
According to the company, the decision to relocate the plant stems from considerations of logistical challenges, water supply constraints, and the strategic advantage of optimizing production capacities at the Sebeta and Maichew locations.
To realize Vision 2028, BGI-Ethiopia is not only focusing on infrastructural changes but is also revamping its organizational structure. Milhade asserted, “Our vision is to double our production capacity in the coming years and bring our volume close to 10 million hectoliters annually.
To reach this new ambition, we will invest in our people, our products, our operations, our consumers, and the community we live in.”
The company, which currently employs 3,500 permanent and 2,000 casual workers across its seven plants, aims to become the employer of choice in the industry.
BGI-Ethiopia is committed to operational excellence by optimizing staffing levels, minimizing role overlap, and enhancing employee satisfaction through fulfilling jobs and competitive compensation.
As part of the modernization efforts, BGI-Ethiopia is also streamlining its distribution network to ensure efficient operations for its sales forces and agents.
Milhade expressed confidence in Ethiopia’s growth potential, affirming the company’s commitment to adapting to market demands responsibly.
Beyond the business perspective, BGI-Ethiopia is actively contributing to the national economy, being the leading platinum taxpayer in its industry, contributing over 7.4 billion Birr (US$131.9M) annually in taxes.
BGI-Ethiopia, a subsidiary of Castel Group has been serving Ethiopia for over 25 years. The company’s brand portfolio includes a range of beers such as St. George Beer, Castel Beer, Meta Beer, Draught (draft) beer, and Wine brands such as Acacia, and Rift Valley Wines
