MASERU – Maluti Mountain Brewery (MMB) launched a new 660ml returnable glass bottle at a glittering function at a local hotel on Tuesday night.
The new bottle replaces the old 750ml brown returnable glass bottle which had been on the market since 2002.
Speaking at the launch, MMB sales and distribution director Michiel Oerlemans said they were launching the new bottle “to keep up with the pace of change”.
“Maluti has shown tremendous strength and agility since August 2008.
“The brand has grown into one of our biggest brands in our whole portfolio.
“After every month-end when we measure our volumes, we are always pleased to witness yet another positive growth trend.
“In the last two and half years, we have also introduced national promotions for our consumers that also took the brand to new heights,” Oerlemans said.
He said the Maluti beer in the new pack will still retain its strong heritage.
“It is brewed and packaged in Lesotho . . . Maluti in the new pack is still brewed by our expert brewers, and has undergone no change; it still has the same great taste that we are all familiar with,” Oerlemans said.
He also paid tribute to the MMB’s customers and consumers who have loyally supported the Maluti Premium Lager brand.
Oerlemans said they will soon be launching an aggressive marketing campaign to promote the new brand.
“As you will also witness just now, we have launched our new campaign for Maluti through three distinct phrases, and they are:
100 percent Lesotho pride now in green; My Lesotho My Maluti as well as Lesotho’s great refreshing taste.
“The new campaign will also include an exciting consumer-driven promotion with retailer incentives,” Oerlemans said.
“The pricing is very competitive and your sales representative is available to inform you about the price and recommended retail price.”
He added: “We believe that this new pack will be extremely successful and we know that we can count on your loyal support.”
Speaking before the launch MMB corporate affairs director Ntahli Matete said:
“We are witnessing yet another milestone in the evolution and sustainability of the Maluti Premium Lager brand from a 340ml can packaging and 750 ml bottle, to a new refreshing image in August 2008, and now to a 660ml thirst-quenching green returnable glass bottle.”
Maluti Mountain Brewery is an affiliate of SAB Miller plc, the second largest brewer in the world with over a hundred years of heritage.
Its brand portfolio includes: Peroni Nastro Azzurro, Miller Genuine Draft, Grolsch, Castle Lager, Castle Lite, Castle Milk Stout, Hansa Pilsener, Carling Black Label, Maluti Premium Lager, Thabure, Redd’s and Sarita.