Pursuits
SABMiller Targets Ethiopian Brewers With ‘Holy Water’
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SABMiller Plc, the world’s second-largest brewer by volume, is using its success with Ethiopian “holy water” to encourage the country’s government to sell it state-owned breweries.
SABMiller has invested $20 million since last year buying Ambo, which bottles a strong-tasting, naturally sparkling water from a valley of the same name about 130 kilometers (81 miles) west of the capital, Addis Ababa. The water, named after the town, is sold locally as Ambo Tabel, which means holy water in Amharic, and is touted as a historical cure for ailments from diabetes to obesity, according to London-based SABMiller.