Who We Are

Welcome to Serengeti Breweries Limited

Incorporated in 1988 as Associated Breweries, Serengeti Breweries Ltd is a major player in Tanzania’s beer and spirits industry with international award-winning brands. Serengeti Breweries Ltd has three operating Breweries: Dar es Salaam, Mwanza, and Moshi.

Associated breweries was acquired by East African Breweries Ltd (EABL) in 2010, and since then the business has more than doubled in its size. The majority stake acquisition by East African Breweries Ltd (EABL)/Diageo in 2010 has seen increased investment in international quality standards leading to more job opportunities for the people of Tanzania. In 2021 the company commissioned a spirits production facility in Moshi brewery to produce local brands such as Bongo Don – SBL’s maiden local spirit brand and Smirnoff orange.

SBL beer brands including Serengeti Premium Lager, Serengeti Lite, Pilsner Lager, Guinness Smooth, and Guinness Extra have been receiving multiple local and international awards. The company is also home to the world’s renowned spirits such as Johnnie Walker (all variants), Smirnoff Vodka, Gordon’s Gin, Captain Morgan Rum, Gordons, Gilbeys, Cîroc, and Baileys Irish Cream produced by Diageo.

SBL is a subsidiary of East African Breweries Ltd (EABL), the region’s leading beverage alcohol company of which Diageo is the majority shareholder.