Meta Abo Brewery S.C., a Diageo company, announces the launch of new, premiumised packaging for its flagship brand Meta Classic beer. The pack has been redesigned to be more contemporary and to give the Meta brand more prominence whilst the new brighter red color drives overall stand out.
The refreshed pack captures the brand’s purity, distinct Ethiopian taste, and generosity. The beer’s purity derives from being brewed using only natural spring water, barley and hops, with no other added additives. Since 1967, Meta Classic has boasted of Ethiopian craftsmanship and use of local ingredients, making it a true Ethiopian beer. Meta is generous in flavor, body and character as captured in the Meta logo, with the lion offering a glass, representing the Ethiopian spirit of hospitality and generosity.
The new pack boasts a neck label with thermo-sensitive ink, which will enable consumers to ensure the Meta they are served at the right temperature. The design features Sebeta’s Mogli Mountain waterfall which turns blue when the beer is cooled to below 6˚C, for a perfect serve.
In line with the refreshed packaging, Meta’s new advertising campaign goes live today with bold new billboards, radio and TV advertisements. The campaign features the new Meta pack and tells the story of how only natural ingredients (spring water, barley and hops) and our brewing expertise are used to deliver the finest Ethiopian taste of Meta beer.
Meta Abo Brewery Managing Director, Francis Agbonlahor said, “at this moment in time, Ethiopia is the most competitive beer market in Africa, but the launch of the new pack and campaign demonstrates Diageo’s investment in the Meta business and in Ethiopia. With this strong foundation, we plan to go out into the market and win. We are here to stay.”
Both the 330 ml and 500 ml Meta Classic packs have undergone the re-design and will continue to be widely available throughout Addis Ababa, as well as nationwide. Conscious of the need to ensure the majority of Ethiopian beer consumers are able to afford our beer, the price remains unchanged with the 330 ml retailing at a recommended price of 12 ETB and the new 500 ml bottle retailing at a recommended price of 15 ETB.
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