Diageo Receives Go Ahead To Buy Serengeti As Competition Hots Up

Tanzanian regulatory authorities have cleared Diageo's East African Breweries Ltd (EABL) unit to complete a majority equity investment into Serengeti Breweries - Tanzania's second largest beer company by market share. We see this as a major breakthrough for Diageo in Africa. Overly reliant on a Kenyan market that has stuttered in recent years (due to economic and political factors, and a general lack of dynamism and lack of competition) and well placed in a Ugandan market where cost pressures are high and competition with SABMiller is high, EABL has had to work hard to bump up its presence in

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