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local ingredients, the government is prepared to give us an excise break, and that’s where the lower price comes from.
We also had to make sure the product tasted like
a lager because it is a lager – it’s just got a different ingredient. Lagers are meant to be clear, so it was extremely important that the liquid was clear; we don’t want to be putting substandard beers into the market. Many people that drink Eagle have financial constraints, they have tough lives – but they are still people. They still have dreams and aspirations. We wanted to treat our customers with the same level of respect we would anyone else.
What’s the relationship of Eagle with the local community?
This is a brand that is based on local ingredients for the local community. The real beauty comes from the ingredients. I went to rural Tanzania to meet with the women working on these farms, and saw the pride they have because they have put their families through school, put the grandchildren through school, or built houses out of brick.
So the brand is really about reinstating local pride, giving people confidence and making them believe that they matter. In Mozambique it says on the packaging ‘Das Nossas Machambas’, which means ‘From our farms’.
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