Brewery: new partnership between Star and Castel

A leader in Europe for wine production and number one in Africa for beer and soft drinks, Castel Group becomes the majority shareholder of the Brewery Star Madagascar. Yesterday, its new team introduced the first product line of this group at Ampasamadinika. This is Castel beer, the lager sold in 50 Cl bottles and whose alcohol content is 5.1 %. There is also the “Panaché Castel” in 50Cl bottles with alcohol content of less than 1%.

In order to promote and to make known the new product among customers, a festive program is scheduled over a rather long period. First, organization of promotional events among more than 200 grocery stores and bars in the capital are scheduled for six weeks. Tasting sessions will be also organized starting this weekend and will last for three months at four supermarkets in the capital. Throughout these promotional activities, artists from various fields will participate in the events.

Otherwise, it should be noted that the production of Castel beer first introduced on the Malagasy market is undertaken by the Breweries Star of Antsirabe. For the production of Castel, Star also relies on local production of malt, as is already the case with the various brands it continues to produce. In terms of the market share of Castel products, Star did not issued any comment yet. While taking a quick look at the shareholding partnership between Castel and Star, it will certainly result in more investments and the transfer of know-how from a large company like Castel Group. One must also remember that Castel Group, present in 25 countries, has already been collaborating with Star for 20 years now.