Home | News    Sunday 3 May 2009

S. Sudan Beverages brews new ‘White Bull’ beer in Juba


May 2, 2009 (JUBA) – Southern Sudan Beverages Ltd (SSBL) announced Friday its first locally produced beer, White Bull Lager, touting the product as “world-class” and saying that the brewing facility will create employment for hundreds of Sudanese locals.

“White Bull Lager is a carefully crafted beer, specifically brewed to meet the tastes of the Southern Sudanese consumer. It is the culmination of several years’ planning, testing, delivery-process development, local partnership building, and most importantly, quality assurance second to none,” said a press statement from David Raad, a business and investment consultant.

SSBL, which invested US$37 million in construction of the brewing plant in Juba, plans for further investments during the next year to improve capacity and develop the route to market assets. Brewing operations for beer have been underway since February 2009 and have an initial annual capacity of 180000hl.

Water to produce the beer is pumped and filtered from the nearby Nile River, although most ingredients will be imported from neighbouring countries.

Additionally, production of soft drinks is expected to commence shortly with an annual capacity of 60000hl.

Calling the product “a remarkable achievement,” Ian Alsworth-Elvey, SSBL Managing Director, noted “we’ve only just emerged from civil strife and already we’re showing the world that Southern Sudan can produce a product that can stand side-by-side with any in the world.”

The release of the new brand coincides with a price drop across the board for SSBL’s imported beers, which are Nile Special, Castle, and ESB. The company recommends that retailers sell the White Bull Lager at 3 SDG, but itself markets in bulk at 55 SDG per crate except for volume buyers — those who purchase 225 crates and above — who will pay 48 SDG. The minimum order is 45 crates.

White Bull Lager is named for distinctive cattle of the country. SSBL noted that the white bull “has an important status in the many cultures of this land and promotes the positive feelings of celebration, success and peace. It is a culturally treasured symbol that the team at SSBL respects and admires.”

“An emerging and diverse community like Southern Sudan has had its challenges, but what’s important is that there is an intense set of common ambitions throughout the country: a desire for peace, prosperity, a need for celebration and most importantly a strong hope in our future. SSBL shares those hopes and dreams,” noted the company upon launching the lager.

“We believe that through the strength of our brands, operational capability and investment for growth, we can ensure a sustainable and growing business that also benefits the communities we operate in,” stated the company.

SSBL is a subsidiary of SABMiller, Plc. an international beverage businesses, which to date has invested in 35 operations across Africa. The local Juba community has a land lease agreement with SABMiller that provides them with royalties from the profits produced by the plant.


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  • 3 May 2009 06:45, by Axan

    May be a glimpse towards economic prosperity...and doom news to the addictive and alcoholic leaders in Juba. I sure think that their healths will be in trouble, as that new brewer wholesales its first batch of WBW. With those leaders, they were doing too much of it when beer was imported, what if it can be brewed in theirs vinicity? I hope they don’t enact monopoly rules over owning the company.

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    • 3 May 2009 18:21, by dmruon

      My only question is do they import? On a serious note though, whether we like it or not, alcohol is a huge economic boost, despite its negative side effects it can bring to a nation. I think it should certainly help lift or kindle some economic growth as long as they put some regulations regarding its sale.

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    • 3 May 2009 18:44, by messiah

      Put the tags to the mouth of the top leaders of GoSS for they may marry White Bull in their offices and everywhere Oh God!
      Messiah is Maganydam in Sudan

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    • 4 May 2009 08:46, by jmnda me

      TO: 1-MOTO MOTO
      9- AXAN
      MY dear brother southern sudanese.i know you can do a lots of good think to our conutry with your very voluvol time you spaned tearing dwon one another.it is not that i think iam better then you’nour i thouht that i know more then you do.in fact i lerned so mach from you in very littel time.i totaly understaned the councern of ach and evry one of you.
      but there are so many think that we need to take in to uccont here.
      1-our tribe are not all porpact.there for we must do our homework farst befor we jup to attac our other respactive trib.
      2-we must know that our enmey could be well bhained all this tribal conflict’cince they are going to be the banfcuir of any outcome.remember the enmey is too smart to acknower.some of them can even use our tribs name in oraer to meniupelit our discoution’so we can just spaned most of our time talking about tribalsim issue. inset of the real new sudan issue.
      brthers and sisters,if you love your trib’’then you should love all the other trib.because your trib alone can not be the south sudan what so ever
      dear brothers.your leadership is wanted in south sudan now more then ever.
      let us think and servce for coause of something greater then our self.
      thanks may god bless you all,may god bless south sudan.(jmnda)

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  • 3 May 2009 06:46, by Akol Liai Mager

    Celebrate it, but Alcohol is one of the greatest enemies of development.

    Metal, Wood Companies, agreculture or Vocational Centres are the friends of development and will provide good employment opportunities than alcoholic ones.

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    • 3 May 2009 07:52, by maluach madit

      It would be good for our old age fathers and increases in bussiness but I am regret because Southern soldiers may over take and cause other deep conflicts here because I do read how bad and harmful alcohol is !! and I know how proud Southerners are! One may get drunk and scared people to say " I was disabled by Arab when we were attacking this city otherwise he can shoot any one who interrupts him.

      "Favour it for business yet accusse it for its worst uncontrolable influence of addiction.

      According to science,some tissues or nerves of future capacity are destroyed by clcoholic drinks. Thus you should take care people of my country to fulfile the dreams of C P A.
      son of Rumbek in Australia.

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  • 3 May 2009 07:00, by Busta

    Why naming it "White Bull"?
    This is just beer for Dinkas. why?

    The beverages brews is symbolic by Dinkas culture of cows therefore, am calling upon all Equatorian to demostrate so as to remove that big head cow am seeing as symbol or else No Equatorian should taste that fake beer of Dinkas.

    To hell with so called White Bull beer of Dinkas!!

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    • 3 May 2009 07:37, by Axan

      Bustra or bustards,

      The long-horn cows do not denotes Dinka culture alone fool. other tribe including the one in western equatoria have cows like that....or get lost and seek help with tourette syndrome idiot

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    • 3 May 2009 08:17, by Manut Deng

      Logic n Busta,

      It is very a mazing and funny when somebody like you talking ironically without knowing what they have been claiming for.A shame on you,i hope you guys forgotten one thing that Equatorian people are the masters of the beer even unborn child.Infact i understood you that you are calling upon all Equatorian people to drink that white bull beer for sure.
      Inreality i don’t even see any connection between DINKA and WHITE BULL BEER unless you have difference issues against Dinka.Busta you got nowhere to go,you still gonna be under responsibility of Dinka whether you believe it or not.Just keep doing that stupid thing,no change for that you can’t change your dad to be somebody daddy even though he became the bad guy you never heard he still gonna be your father.
      Just try try try!!


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    • 4 May 2009 06:03, by child soldier

      Brother from another mother,did you think clearly about what you’re talking about?.alcohol is not only for dinka’s ,but it’s businesse,not only dinka raise cattles,why spacialy dinkas.Now stop being racist and let’s get sudan to be united.

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    • 4 May 2009 06:14, by child soldier

      mr bustard? Brother from another mother,did you think clearly about what you’re talking about?.alcohol is not only for dinka’s ,but it’s businesse,not only dinka raise cattles,why spacialy dinkas.Now stop being racist and let’s get sudan to be united.

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    • 5 May 2009 12:46, by yar


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  • 3 May 2009 08:34, by David Mayen

    Dhieu Mayendit,

    Many thanks to the so-called Trade and Industry portfolio thru SSLB. Extraordinarily, for you’ve heralded a magnificent example to the corruption-impaired ministries who’ve been for the last four and half years dragging their feet in delivering socio-economic and political developments to the shortly would-be south sudan nation that economic prosperity is the hallmark of a strong nation.
    Lastly, I strongly urge Pres. Kiir and his beleaguered and controversial team to step up: manage professionally oil and non-oil revenues; seek foriegn donations,loans and investmests-this’s achieved thru global tour coupled with high-witted rhetorics...not seated while begging; encourage local agricultural development to stem poverty; cull,sue and charge corrupt officials and subsequently you’ll see mirracles not a mirracle.
    South-Sudanese development thinker.
    Roxby Downs, SA 5725, Australia.

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    • 3 May 2009 08:49, by Frak Cho

      Wow! that is good news to Mr.Big-Logic-Boy.

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  • 3 May 2009 08:46, by Busta

    Dear Deng Shame on you.

    Yes is true Equatorians love to drink but in a good manner unlikely Monkeys (Dinks) who drink and starting pulling out their stupid Pistol and point at people therefore, I hate Juba simply with the present of Dinkas.
    Why can’t Dinkas leave Equatoria forest and go away??

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  • 3 May 2009 09:28, by postmortem

    I thank those of you who gave constructive input to this news. What a disappointment! I thought investors would have started by building private hospitals to ensure there is population growth through reduction of mortality rates, good health to be able to drink its beer in millions.

    To sell this beer at SDG 3 per bottle is a clear indication that the company has handed us a death penalty in Southern Sudan. The government had to ban the importation of Tyson Waragi and Zed waragi not only because they were crude and strong, but also because they were cheap and affordable by every peasant who takes in excess causing death at times. You can corelate the tyson waragi to our locally brewed seiko from dates. Seiko is equally dangerous for our health.

    Over 2.5 million people from South Sudan died during the war and now here we are encouraged to die more because of waragi.How many lives will be claimed because of negligence resulting from pedestrian inxication, death from senke riders, soldiers will shoot under the influence of the lager etc? If I were the Minister for investments, I would have asked investors to first invest in Agriculture, forestry, tourism, education and medical sector.

    Do not be surprised when a story is runned by journalists that old people from the nearby brewery went to beg for free WBL.

    Is not an investment to celebrate. You will be surprised when you have less than 20 sudanese employed in this brewery because I very well know that foreigners will take up the jobs because they are disciplined and will not be tempted to drink while in the workplace during working hours especially during this critical moment of economic meltdown. The company will dismiss all sudanese whom it will employ because of the way they can’t separate work from drinking. It will only be lucky if it employ christianly saved sudanese. This was another worth receiving a postmortem traversal. see you soon.

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    • 3 May 2009 18:20, by junub

      Finally, I’m convinced and believed that we Southerners are truly christians. It extremely amazing to hear our first factory or beverage the South have produced in its history after long bitter war which claimed more then two millions lives, we chose the alcoholic beverage as the first priority.

      I said I believed we are true christian because the first miraculous the Christ have performed in the biblical history is turning of water into wine but not wine into water because it’s unhealthy. So Christy is and to our GoSS.

      If it happens to have a beer beverage first, shout it be calls a WHITE BULL? For me I don’t think so because it doesn’t resonate any match. Just to nationalize it as we using our water, it should have been call a NILE beer. A White Bull!!! What are we trying to say here really? We can get a beer from Bull? Well first of all we can’t milk beer from a cow, No. Not a such miracle can’t happen. Second bull can’t be milk either. My question is: where are the cattles we always saying our people are killing themselves because of them? Shouldn’t we use their milk to run our beverage factory rather than getting our people drunk? We really have big mouths that we have thousands if not millions of cows.

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      • 3 May 2009 19:39, by manyok R

        Won’t GoSS’s ministers borrow its revenues to trash? They had crippled the banks by borrowing. How can Alcohol Company stands a chance when their alcohols abused hold a world record?

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        • 3 May 2009 22:51, by Benywut

          White Bull Lager or Mabior/Mabor/ whichever you call it in your mother tongue. Every Southern tribe has a white bull and it a symbol of PEACE.

          Let’s pray that the White Bull will bring peace and prosperity or it may turn its sharp horns and start goring our thick heads.

          one breakthrough is that our pounds that have been flowing to the neighboring Countirs for Tusker, Castle, Bell just to name but a few, the pound will getback to the Country.

          The Government has set up very stick laws about alcohol. not allowed for under 18, should not be taken during working hours, all security organ personnell, police, Amry, Wild Life, Prison warders should not drink when they are in uniform unless in the Barack or in their houses but not in public bars or hotels.

          Southerner should start exporting White Bull to Neighbouring countries. ONE CAUTION, NO BORROWING OR OF ALCOHOL BY COMMANDERS AND MINISTERS OR IT WILL SOON FOLLOW NILE COMMERCIAL BANK!

          Cheers, My

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          • 3 May 2009 23:10, by loding

            This is Kiir’s new money laundering factory.

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            • 4 May 2009 02:16, by junub

              I’m thinking of whether to fly to South soon just to go and have a bottle of our milk or while bull beer. lol

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  • 4 May 2009 19:48, by AUGUSTINO DENG

    I’m really opposing to this opening of Southern Sudan Beverages Limited(SSBL) in Southern Sudan because it will cause a lot of people to lose their life especially those of Equatorian people who started drinking by the ages of 6 years and above. Whoever decided that is completely wrong, but I know maybe one of Equatorian Minister is the one who decided to do that because I know how these people think.

    They can’t lives without wine around them. So, this is normally done to all of the babies being born from Equatoria region especially Bari tribe, Acholi tribe, Azande tribe, Abakoya tribe, Kukua tribe, Dindinga tribe, Shilluk, and Nuer as well as Mundari and Murle tribe.

    I’m really worried about these tribes because if the become addicted to alcohol, then it will not be fair at all. So, the government of Southern Sudan need to take a great control about this issue otherwise if not, then their life will be much worse jeopardized by the alcohol.


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    • 7 May 2009 02:23, by Nakuwa

      Deng, whoever your names is. Stop pointing the Tribe like that, I am from Equatoria buddy and make sure you mentioned contructive ideas here. We have to go with recede in this today’s development and not having animals skin like those days.

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  • 6 May 2009 08:26, by HONEY

    There we go

    Something for stupid logic boy.Go on logic drink all you like. Your enemies Dinkas are happy to supply you with alcohol anytime. But please be careful to do it in private and dont insult anyone.

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