FORTUNE+ VIDEO SPONSORED CONTENTS ADVERTORIALS FORTUNE AUDIO Fortune Careers New TRADE AFRICA New

Fortune Logo
The newest entrant into the brewery market, Anbessa Beer, faced a setback shortly after its initial launch following a ban on its main advertisement in the media.

The newest entrant into the brewery market, Anbessa Beer, faced a setback shortly after its initial launch following a ban on its main advertisement in the media.

The advertisement was banned after a letter was sent by the Ethiopian Trade Competition & Consumer Protection Authority (ETCCPA) on May 14, 2019. In the letter sent to the state TV broadcaster, the Ethiopian Broadcasting Corporation, and the Ethiopian Broadcast Authority, the ETCCPA  alleged that the current advertisement of the brewer created an uncompetitive environment.

While Anbessa’s promotional materials claim that the beer is brewed for “visionaries,” there is no scientific or practical evidence that proves it indeed has such benefits, reads the letter. The Authority deemed that such advertisement gives the brewer an unfair advantage over its competitors and creates confusion among consumers.



“All the stakeholders should feel responsible and loyal to the law before airing such confusing ads,” said Alqadir Ibrahim, communication affairs director at the Authority.


The ban of Anbessa’s advertisement though has created confusion within both the beer industry and among marketing strategists.

“All the company did was fulfill its mission of attracting attention through electronic media before the stricter enforcement of alcohol use and sales became effective,” said an industry insider that talked to Fortuneon the condition of anonymity.




Parliament has recently passed a bill that tightens the use and sale of alcohol and tobacco, which will become effective on May 21, 2019. The amended law prohibits the advertisement of alcoholic substance through the use of commercial broadcasting and raises the minimum drinking age to 21, from 18.

Anbessa, a product of United Beverages, created by a joint venture between Kangaroo Industrial Group and United Africa Beverages Company, is the only alcoholic beer to launch after the passing of the bill. Brewed in Modjo, Oromia Regional State with an investment of 88 million dollars, it has a brewing capacity of 1.6 million hectolitres and a packaging capacity of 800,000 hectolitres a year.


With Anbessa, Ethiopia’s booming beer market has six local and international companies that produce 16.1 million hectolitres a year.

Tewodros Girma, president of Ethiopian Outdoor Adverting Association and owner of Avast Advertising & Engineering, believes that decisions will raise further questions on the brand slogan of other breweries and the way advertisements have been running in the country for a long time.

“With no clear line drawn on the law of branding and advertisement, it is not fair to ban the commercials of the brewer,” he says, insisting that this is a personal view and not representative of any institution.

Alazar Ahmed, marketing expert in the brewery industry for more than a decade, agrees, saying that the company took bold steps to capture attention.


“What the Authority did is overbearing,” he says. “How ‘being visionary’ can be proven scientifically is beyond me."

  • This story has been edited from its first publication with the correction that ban on promotion of alcohol drinks through commercial broadcast media is not limited between 6:00am and 9:00pm as was originally reported.


    • PUBLISHED ON May 18,2019 [ VOL 20 , NO 994]

    How useful was this post?

    Click on a star to rate it!

    Average rating 0 / 5. Vote count: 0

    No votes so far! Be the first to rate this post.



    Related Posts

    Editors' Pick

    Exclusive Interviews

    State Enterprises from Oracles to Apprentices

    Dec 22 , 2024 . By TIZITA SHEWAFERAW

    Charged with transforming colossal state-owned enterprises into modern and competitiv...

    Agenda

    Rising Costs, Inflation Threaten Insurance Industry

    Aug 18 , 2024 . By AKSAH ITALO

    Although predictable Yonas Zerihun's job in the ride-hailing service is not immune to...

    Agenda

    BREWING DISCONTENT

    Jul 28 , 2024 . By TIZITA SHEWAFERAW

    Unhabitual, perhaps too many, Samuel Gebreyohannes, 38, used to occasionally enjoy a couple of beers at breakfast. However, he recently swit...

    Fortune News

    Electric Vehicle Push Leaves Investors in the Lurch

    Jul 13 , 2024 . By AKSAH ITALO

    Investors who rely on tractors, trucks, and field vehicles for commuting, transporting commodities, and f...

    Commentaries

    Tight Monetary Policies Risk Stifling Economic Growth, Undermining Business Confidence

    In a bid to curb inflation, which is still at double digits, and preserve financial s...

    Leads Lethal Legacy, a Poison We Choose to Ignore

    Lead is everywhere, often hiding in plain sight, in the water we drink, the air we br...

    Fineline

    Leaders of the National . . .

    Leaders of the National Election Board are in a charm offensive mood, of a sort. Last week, they organised a rare tour for members of the me...

    When the country’s most. . .

    When the country's most senior diplomats and envoys return back to their posts after two-week debriefings, they leave behind a point or two...

    Editorial

    Breaking the Chains to Protect the Vulnerable During Painful Reforms

    Jan 18 , 2025

    Adanech Abebie, the mayor of Addis Abeba, addressed last week a warm-up session for h...

    Banks Struggle to Lend as Branches Bloom, Coffers Wither

    A severe cash shortage squeezes the economy, and the deposit-to-loan ratio has slumpe...

    The Year That Falls Short in Lofty Ambitions, Brittle Realities

    Jan 4 , 2025

    Time seldom passes without prompting reflection, and the dawn of 2025 should nudge Et...

    The Bureaucrats Turn to Masters of Misrule, Architects of Uncertainty

    Dec 28 , 2024

    On a flight between Juba and Addis Abeba, Stefan Dercon, a professor of economic poli...

    Gallery

    Parliament Approves New Cabinet Members

    Oct 6 , 2021

    Parliament Approves New Cabinet, Incorporates Opposition Leaders Lawmakers have approved today the nominations of 22 ministers, including three opposition leaders. Two MPs have voted against, while 12 abstained...

    2020 in Posterity

    Jan 5 , 2021

    TIGRAY VOTES DESPITE "NULL & VOID" THREAT

    Sep 9 , 2020

    IN-PICTURE: LAUREATE'S RECEPTION  

    Dec 14 , 2019

    PM Abiy Ahmed (PhD) at a Gala Dinner Called for the Awarding of the Félix Houphouët-Boigny Peace Prize

    May 6 , 2019

    Faces, Voices of Addis Abeba

    Apr 26 , 2019

    Sunday With Eden

    Acts of Kindness Create Lasting Legacies

    A couple of weeks ago, I attended a wedding that felt like more than a union of two p...

    Pride Overpowers Empathy, Civility

    Last weekend, my family and I set out for a simple visit to relatives in the Old Airport neighbourhood. What should have been a routine trip...

    Life Matters

    Media Coverage of Africa Skews Towards Negativity

    My recent search for news about Africa revealed a frustrating trend: an overwhelming focus on conflict, d...

    The Burden of Beauty, Pressure for Perfection

    Ethiopia's kaleidoscope of skin tones reflects its rich diversity. Complexion varies not just between ind...