Zimbabweans have set a new national record for beer consumption, with over 2.46 million hectolitres of lager beer consumed in 2024.
This marks a 13% increase from the previous year, according to Delta Beverages, the country’s leading beverage producer.
Leading the surge is Carling Black Label, which surpassed one million hectolitres in sales, solidifying its position as Zimbabwe’s most popular lager.
The increase in beer consumption is attributed to several factors, including rising disposable incomes, urbanisation, and a youthful demographic.
Delta Beverages has responded to the growing demand by investing over US$100 million in capacity expansion, including new packaging and cooling facilities.
Despite economic challenges, consumer spending on beer has remained resilient. The cultural significance of beer in Zimbabwean society, often consumed during social gatherings and celebrations, continues to drive demand.
Carling Black Label’s success is also linked to its strong brand presence and marketing strategies that resonate with the local market.
The brand’s association with sports and its appeal to the working-class demographic have contributed to its popularity.
As Zimbabwe’s beer market continues to grow, industry players are focusing on meeting the increasing demand while navigating economic and logistical challenges.
