Zimbabwe has set a new national record for beer consumption, with over 2.46 million hectolitres of lager guzzled in 2024, a 13% increase from the previous year, according to Delta Beverages.
The record-breaking numbers come amid a viral social media frenzy involving popular dancehall artist Winky D, who is at the centre of a humorous yet controversial debate over alleged beer-drinking exploits.
Leading the surge in consumption is Carling Black Label, which sold over one million hectolitres, solidifying its place as the country’s most popular lager.
The spike in beer demand is being attributed to rising disposable incomes, increased urbanisation, a youthful population, and beer’s continued cultural importance during social gatherings and celebrations.
At the same time, the beer boom has coincided with Winky D’s name trending online, with social media users jokingly crediting the artist for helping fuel the record-breaking beer statistics. Some posts suggest he may have “broken records” not with his music, but with his alleged drinking capacity.
The incident has divided opinion, sparking a spirited debate online. While some fans defend Winky D’s right to unwind, others are urging the award-winning artist to focus on more constructive pursuits.
Industry observers note that the beer craze and the Winky D debate reflect the power of social media in shaping public opinion, and the enduring significance of music and entertainment in Zimbabwean society.
Meanwhile, Delta Beverages is riding the wave, having invested over US$100 million in capacity expansion, including new packaging lines and refrigeration systems, to meet the surging demand.
Carling Black Label’s success is also linked to its strong branding and marketing strategies that resonate with Zimbabwe’s working-class demographic and sports culture.
As the nation laughs off the Winky D beer saga, industry players are keeping their eyes on the real numbers — and the opportunities — behind Zimbabwe’s growing thirst for lager.
