NBL’s new King of the crop

Namibia Breweries Limited (NBL) this week unveiled a new brand of beer, the first ever to have been brewed with home-grown Namibian barley. King Lager hit stores on Monday, with the company announcing it would focus on establishing the new brand in Namibia before exploring further opportunities outside of the country’s borders. The un-malted beer is the result of a five-year trial process, which saw NBL explore the possibility of establishing a local barley industry. In launching the new beer this week, NBL cited the success of said trials, adding that this has resulted in a new smart partnership between the brewer and the Ministry of Agriculture, Water and Forestry, as well as AgriBusDev – to grow barley at Namibia’s green schemes as of 2016. “This initiative, which coincides with the Ohlthaver & List (O&L) purpose of creating a future, enhancing life for all Namibians, will create a local barley supply chain in Namibia that benefits each member of the chain, as well as the government and the community as a whole resulting in the creation of many job opportunities thereby contributing to boosting the country’s economy”, NBL MD Wessie van der Westhuizen, said. “For NBL it eventually just made sense that a new local brand be embarked upon to bring more to our consumers and the nation at large, and in celebration of our own grown barley”. The barley used to produce King Lager at present was harvested from Shadikongoro in the far north of the country, while more barley has been planted at Otavifontein and is expected to be harvested at the end of December. “The idea is that NBL buys from approved suppliers and supports the farmers with the knowledge gained during the trials,” Project Manager for Project Kernel, Martin Krafft, said. “This year, NBL planted 30 hectares of barley at Otavifontein to continue collecting data, information and experience which we can use to support farmers and to optimise the programme for all participants,” he added. Van der Westhuizen explained the ‘King’ brand name as inspired by the quality and attributes that NBL ascribe to its core consumers. “The brand name ‘King’ is highly desirable and cues respect,” he said. “It conjures up imagery that is inspiring and personal qualities that consumers find motivating, such as dignity, respect, royalty and class. Most of all, the brand name resonates because it is simple and easy to understand.” NBL has noted that since commencing its barley trials five years ago, the company has thus far invested more than N$5 million in the barley project, including trial planning, execution, seeds, laboratory and brewing trials, as well as shipment and logistics. DENVER ISAACS