Serengeti Breweries’ support for distributors: A path to growth and success

Serengeti Breweries Limited (SBL), one of Tanzania’s top beverage companies, is leading the way in supporting its distributors. Through financial support, training, and knowledge sharing across borders, SBL ensures its distributors and Route-to-Market partners grow and thrive in a competitive market. 

As part of this long-term investment, SBL recently organized a benchmarking trip for its distributor partners to Kenya. The visit to its sister company, Kenya Breweries Limited (KBL), in Nairobi, and the retail trade in Nairobi, involving top-performing distributors, was aimed at enhancing business practices and sharing operational efficiency initiatives. SBL’s goal is to drive sustainable growth for its distributors, equipping them with the tools, capabilities, and technical support they need to succeed. 

Jane Karuku, Group Managing Director and CEO of East African Breweries Limited (EABL), emphasized the importance of this initiative, “Cross-learning between our markets is essential for fostering innovation and growth. The exchange between SBL and KBL distributors has not only strengthened our partnerships but also helped us identify new opportunities for growth. This is in line with our purpose of celebrating life, every day, everywhere.” 

Helping Distributors Grow 

SBL facilitates various financial support schemes to help distributors fund and expand their businesses. Partnering with credit providers in the financial sector enables capacity and asset expansion, while supporting investment in the numerous innovative brands SBL introduces annually. This collaboration is critical for securing cash flow, which helps distributors meet growing customer demand. 

Through partnerships with banks like Equity, Stanbic, ABSA, BOA, and NBC, SBL has implemented a distributor finance program. This initiative simplifies access to loans and credit while providing other key banking products like asset financing, leading to an increase in distributor fleets and enhancing market reach and service efficiency. 

This financial support has enabled distributors to reinvest in their operations, preparing them to handle market challenges and capitalize on emerging opportunities. By offering tailored support, SBL ensures distributors are ready to meet market demands and deliver high-quality products to customers. 

Building Skills for Success 

Financial support is just one aspect of SBL’s strategy. The company also invests in training programs to enhance distributors' skills and operational effectiveness. 

SBL’s Gold Standard Program is a cornerstone of these efforts. The program provides training in critical business operations such as route planning, stock management, and financial reporting. By benchmarking global best practices, SBL equips its local business partners to match their peers regionally and within the continent. 

By focusing on skill-building, SBL is fostering a network of strong, financially savvy business owners who can deliver efficient distribution services and support mutual growth well into the future. 

Innovation Through Knowledge Sharing 

Cross-border knowledge exchange is another vital part of SBL’s strategy. These programs allow distributors to learn from other markets and adopt successful practices from different regions, helping them enhance their operations. 

The recent visit to KBL is a prime example. Over three days, top distributors from Tanzania shared business experiences with their Kenyan counterparts, focusing on areas such as governance, profitability, efficiency, and business continuity. 

Chris Gitau, SBL’s Commercial Director, led the visit and highlighted the value of learning from other markets: “Kenya’s focus on building scalable, long-lasting businesses was a major eye-opener for our team. The knowledge exchange offered valuable lessons in profitability, succession planning, and the importance of investing in people. We are confident that the insights gained from these interactions will significantly impact how our distributors in Tanzania operate, ultimately driving mutual growth.” 

Tanzanian distributors also showcased their unique strengths in navigating competitive market environments, contributing to a rich exchange of ideas. This collaboration strengthened ties between SBL and KBL while inspiring new strategies for overcoming challenges and improving operations. 

Positive Results from Strong Partnerships 

SBL closely monitors the success of its distributor partnerships by focusing on key metrics such as profitability, scalability, and operational efficiency. This ensures that both SBL and its distributors benefit from the relationship. 

To support this, SBL has implemented digital tools, including a Distributor Management System to track performance and Diageo One, a B2B platform that allows retailers to place orders conveniently via mobile. These digital interventions enhance route planning and streamline order management. 

Additionally, SBL rewards top-performing distributors through the Gold Standard Assessment, hosts annual distributor conferences, and organizes monthly business review meetings to build professionalism and business acumen. 

Building for the Future 

SBL is committed to strengthening distributor relationships over the long term by enhancing contract terms to encourage investment and ensure long-term benefits. 

The company also plans to organize more exchange programs with other Diageo markets, keeping distributors at the forefront of industry innovation. By learning from international markets, SBL helps its distributors adopt new technologies and processes that drive growth and competitiveness. 

“We are dedicated to creating an environment where our distributors can grow and succeed,” said Gitau. “Our ongoing investments in training, financial support, and cross-border exchanges are all part of our strategy to build a sustainable and profitable ecosystem for all.” 

In conclusion, SBL’s comprehensive support for distributors extends beyond product provision. By offering financial backing, training, and opportunities to learn from other markets, SBL is setting its distributors up for lasting success. This collaborative approach fosters innovation, growth, and resilience, ensuring distributors are prepared for today’s challenges and tomorrow’s opportunities. 

Christopher Gitau is a Commercial Director at Serengeti Breweries Limited.