Castel Malawi Limited has partnered with a United Kingdom (UK)-based firm Jacobs and Wells to enable the brewery export some of its products, including Malawi Gin, to Europe.
Jacobs and Wells director Alex Sukali said in an interview on Wednesday that the deal means the spirit, touted as the best export quality gins from Malawi, is now readily available in Europe.
“We are proud and delighted to have Malawi Gin as our flagship as we build up the Malawi brand on the international market under Experience Malawi,” he said.
Sukali said to reach out to a wider market, Jacobs and Wells has devised a strategy that will ensure that Malawi Gin is available in some parts of Europe.
He said: “Promotion and marketing will be achieved through participating in international drinks events in the UK and Europe.
“It willl also be through coordination with trade attachés in our European embassies as we jointly promote and market Malawian products on the international market.”
Castel Malawi exports manager Sellina Mhango said the global spirit market assessment shows a huge potential for business of spirits family with products such as Malawi Vodka, premier Brandy and Malawi Gin having the potential to compete fairly with other international brands across Africa and beyond.
She said Europe is among the markets that Castel Malawi is exploiting.
“Castel believes that partnering with Jacobs and Wells, its vision of making the iconic Malawi Gin brand available in Europe shall be realised,” said Mhango.
He said Castel Malawi is pushing the well-known iconic Malawi Gin and the other spirits in targeted markets in Asia, Europe, America and Africa.