SABMiller recently launched Impala lager as part of a new line they developed to empower and employ people in low-income regions of Africa. The video is part of their Farming Better Futures campaign, which describes how the SABMiller Impala lager offers sustainable support to local farmers. Through their initiative, SABMiller is hoping to give 1,500 subsistence farmers access to new markets.
The Impala beer is made using an ingredient local to Mozambique called cassava, which is a starchy root vegetable. While cassava can be used to brew quality beer, the root goes bad within 24 hours of harvesting, making it unsuitable for import, yet still ideal for fast consumption in the local market.
The idea first came from Gerry van den Houten, SABMiller's enterprise development director in order to lower production costs of the beer, and more significantly, to empower local farmers.
“We are very excited about it,” van den Houten told the Toronto Star. "Our reading of it is the economic impact will be large... you’re probably looking at average additional farming income of $1,000 per annum.”
He hopes that encouraging these cassava farmers will ultimately lead to other profit-making ventures for the farmers, such as selling cassava for use in paper products and for biofuel.
The above video offers a glimpse into the production process of SABMiller Impala beer, and talks about the holistic view big brands can adopt, and responsibility they can take, to make lasting positive change in the world.
SABMiller on Twitter
SABMiller on Facebook