Serengeti Breweries | Our Business

About Serengeti Breweries

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 Premium Lite, Serengeti Premium Lemon, 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.

Our Values

Our values underpin our business and guide how we work. We're passionate about our consumers and customers and always strive to be better. Pride is a source of energy for our company, and we work hard so we can be proud of what we do and value each other for it.

Passionate about consumers and customers
We are passionate about consumers and customers. Our curiosity, and consumer and customer insights drive growth. We care for our brands and are committed to pursuing their fullest potential.

Value each other
We value each other and build real relationships. We seek to leverage diverse people and perspectives. We trust and empower each other to win. We speak and challenge openly to grow people and the business.

Be better
We strive to be better. We are restless, always learning, always improving. We are innovative and courageous. We experiment and take risks, and we learn quickly from successes and failures.

Proud of what we do:
We are proud of what we do and how we do it. We take accountability and act sensitively with the highest standards of integrity and social responsibility. We celebrate inclusion and diversity.