Les Brasseries du Cameroun:60 years but still very committed

By Joe Dinga Pefok

Les Brasseries du Cameroun is celebrating 60 years of what has been aptly described as a story of constant development, and the rendering of valuable social services that contribute to human development in Cameroon.

Belka Tobi, one-time laureate of the Concours National de la Chanson Mutziq

Interestingly, as the company celebrates its 60th anniversary, it is even more than ever determine to continue to develop, as well as render social services to the people of this country.   

Created on February 3, 1948, ‘Société Anonyme des Brasseries du Cameroun’, SABC, otherwise known as Les Brasseries du Cameroun, took off as an affiliate of “Brasseries et Glaciers Internationale”, BGI, which was bought by “Groupe CASTEL”in 1990.

It is interesting to note that Les Brasseries du Cameroun which started with just one agency, (Littoral Agency based in Douala) currently has five agencies in the country located in Douala, Yaounde, Ombe, Bafoussam and Garoua. The company also today operates five factories; two in Douala, Yaounde, Bafoussam and Garoua with 28 distribution centres in the 10 provinces of the country.

Products/Leadership

Les Brasseries du Cameroun has, over the years, been a regular supplier of a rich variety of high quality drinks. This has been possible thanks to the company’s constant drive for development, improvement and progress. Theses regularity and diversity can be attributed to the company’s established reputation and credibility in partnership with some renowned international companies.

For example, it engaged with Coca-Cola in 1963, Carlsberg in 1981, Heineken in 1991 and Sap Miller in 2001. The brewery today boasts of soft drinks like Grenadine, Menthe, Limonade and water; Fanta, Coco-Cola, Tonic, Sprite, Djino, Schweppes and the Tops (Orange, Grenadine, Ananas, Pamplemousse).

Also, starting with just one beer, Bull Beer, in 1950, Les Brasseries du Cameroun has an assortment of lagers and stouts. These include Castel, “33” Export, Amstel, Tuborg, Pelforth, Castle Milk Stout, Mützig and Heineken.

Les Brasseries du Cameroun is said to be the indisputable leader in both the soft drink and beer markets in Cameroon. The company’s General Manager, André Siaka, affirmed this at a press conference in Douala last December 27. Siaka stated that Brasseries du Cameroun occupies over 70 percent of the beer market, and over 85 percent of the soft drinks market, in the country. It is also interesting to note that the company’s products are not limited to the local market, as the company is known to export to some countries in the sub region (CEMAC zone).

Diversification

Though initially specialised in the production and sale of drinks, Les Brasseries du Cameroun has diversified its business activities, “Société des Eaux Minérales du Cameroun,” SEMC, which packages mineral water - Tangui. Another affiliated enterprise is “Société Camerounaise de Verrerie,” SOCAVER, which manufactures bottles.

There is also CAVINEX which produces Whisky Black and Gin Tonic. As for CDC, it specialises in the importation and distribution of “AOC” wine. Over and above all these, the brewery company employs over 2000 people, the bulk of whom are Cameroonians with a turnover of over FCFA 167 billion (taxes excluded).

Human Development

Besides doing just business, Les Brasseries du Cameroun has also been relentlessly contributing in various ways to human development. In line with its policy of being a citizen’s enterprise, the company lays emphasis on a huge socio-economic programme. It has thus, been making significant efforts to ensure some degree of quality health for Cameroonians.

It has been known among other things, to be contributing in the fight against the deadly HIV/AIDS and the free and indiscriminate distribution of purified water (d’eau de forage) to the population, especially where it has factories.

A young artist participating in Crayon de D'jino

The General Manager of company assured that the water which the company offers for free, meets up with the standard of drinking water recommended by the World Health
Organisation, WHO.

Siaka, however, cautioned that while the company guarantees the quality of the water at the point of distribution, it is not responsible for the quality of the water when somebody takes it home or anywhere else.

Les   Brasseries du Cameroun is also interested and active in activities to protect the environment. It is also committed in the promotion of the education of the Cameroonian child and offers scholarships. While celebrating its 60th anniversary, the company has adopted a project to offer 60 scholarships. Besides, Brasseries du Cameroun encourages children to develop their talent in art by organising the annual competition dubbed, “Crayon d’Djino”.

The competition offers children within the age range of 8-12 the opportunity to learn techniques to design or drawing.In the domain of music, the company is very active too, greatly contributing to the exposure and promotion of budding music talents, through the annual national song competition “Concours de la chanson Mützig.” It is thanks to this competition that some music stars like Longué Longué, Anasthesie Obele, Manu Boker Belka Tobie, among many others, came to the limelight.

In sports domain, Brasseries du Cameroun is well known for promoting football, athletics, swimming, cycling, among others.Besides being an official sponsor of the Cameroon national football team, the Indomitable Lions, Les Brasseries du Cameroun also provides support to clubs at the national league. For over 20 years now, the company has been organising the popular Top Cup for between 12-14 years in all the 10 provinces during the long vacation.

This competition allows budding football talents to join the renowned ‘L’Ecole de Football des Les Brasseries du Cameroun’ ( LesBrasseries du Cameroun Football School) in Douala.

Interesting to note that quite a number of  players in the Cameroon national football team today like Captain Rigobert Song Bahanack, Geremie Ngitap, Salomon Olembe, Wome Nlend, Aliom Seidou, Djemba Djemba, Samuel Eto’o Fils, Ngom Kome, among others, are products of Les Brasseries du Cameroun’s Football School.

12 Months of Festivities

At the December 27 press conference, the General Manager of Brasseries du Cameroun, who was assisted by the company’s Chief of Communication, Hélène Kenmegne, announced that they had programmed a rich package of special activities to celebrate the 60th anniversary of the company.

The activities have been spread out to cover the year 2008, in line with Les Brasseries du Cameroun’s plan to make the year of its 60th anniversary, “12 months of festivities” for the population. The special activities tie up with the theme of the anniversary which is: “60 years of sharing, performance, and quality”. The activities are in the domain of education, culture, environment, health, sports, among others. There will of course be a lot of free “boozing” opportunities for the population, offered by the company.

Meanwhile in the domain of education for example, Les Brasseries du Cameroun has budgeted the colossal sum of FCFA 60 million, which will be dished out as scholarships this year to pupils and students across the country. These will be those who fulfil the criteria to be set up by a special committee of experts.

The criteria will be centred around academic excellence. Worth noting that there will be a total of 60 scholarships of FCFA 200.000 each, for primary and nursery schools pupils. There will be 60 scholarships of 300.000 each for secondary school students, and  60 scholarships of FCFA 500.000 each for students of higher institutions. 

In the health domain, the focus of Les Brasseries du Cameroun will be on diabetes and hypertension. Medical caravans will be sent out to the field to carry out free consultations, as well as free testing. Members of the public who will be found to be suffering from any of the two, will have their first treatment paid for by the company.

In the sports domain, interesting to note that Les Brasseries du Cameroun as part of its 60th anniversary celebration, is organising a mini marathon which is  programmed to take place for a total of 60 days, in all the 10 provinces of the country.

The mini marathon kicked off in Garoua, North Province on February 2. From the North Province, the caravan of the mini marathon is scheduled to move on to other provinces, to end with the Littoral Province.       

Meanwhile, Les Brasseries du Cameroun will through these special activities, be humbly thanking its customers and partners for its very positive and encouraging balance sheet. As aforementioned, ‘Société Anonyme des Brasseries du Cameroun’, with Cameroonian born André Siaka as General Manager, is celebrating its 60th anniversary with the company which had a modest beginning, today counting over a dozen of rich and assorted products and enjoys an indisputable leadership in the market.

It has some five affiliated enterprises and a total workforce of over 2000. The company has a turn over of over FCFA 167 billion. It is a success story which the company’s management attributes partly to the fidelity of the company’s customers, as well as to the collaboration and trust of its partners over the years.

Comments

[dollar]

"Behold the good lord come to our aid" aint we tied of putting up to this old lingery and distortions of facts?Our ways of doing things really do not respect our perception of life. if we all are in opposition to the fact that the goverment of cameroon at this time can not really come up with a clear stand on what direction they are leading the country to.It is important to note that you can not adment a constitution when you don't have one. i CHALLENGE ANY WELL REASON CAMEROONIAN TO ADHERE TO THE FACT THAT WE HAVE A CONSTITUTION.WHAT REALLY IS A CONSTITUTION AND HOW IS THAT CONSTITUTION MANAGE OVER TIME ?This should be the soul searching question for many camerooinans to ask and see if thier thought and aspirations are embodied in the so called constitution of cameroon.
Our society have changed over time,the realities of its composition has change but the facts of its constitiution has never change.So commrades, when the illigitimate Goverment of La republic du Cameroon,SHIELDS under the banner of a democracy,those of us in the united states deeply wonder if they understand what it means.If they can decide as to constitutionally admend the right to extend the term of office for President Biya, and not the right for an independent judiciary systerm,an independent legislation as well an independent electorial commission.
well let us stop dreaming and start thinking for the good of the black race and the nation "federal republic of cameroon".

[simplice]

May the lashing of Cameroon at the African Nation Cup Finals, shatters the hope of Biya of a Constitutional Amendment. May the dissapointment breed an equivalent advantage. ALLEZ LES LIONS DU SDF.

[Ma Mary]

Anyone care to calculate the societal cost of alchoholism rendered by this brewery company and its competitors. Hint:

- motor accidents, including deaths, injury and loss of property

- absenteeism and economic loss

- health effects, including liver damage, brain damage, effects on the brains of unborn babies (societal loss in IQ)

- Opportunity cost (investments in useful things drowned in booze)

- Family disruption such as marital infidelity, child and spousal abuse and neglect, immorality, AIDS

- etcetera, etcetera, etcetera

In my view, this beer company and others are agents of underdevelopment and chaos. Never mind the spin.

[Kumbaboy]

This company is a Cameroon success story.

Its managers need to lower the alcoholic content of its products.

[rexon]

This same Brasseries du Cameroun had a bottling plant for soft drinks at Ombe when i was growing up. 99 percent of their workers were from La Republique and there was no Southern Cameroonian working there apart from a few from the eleventh province. When pressed to fulfill their corporate social responsibility by employing a significant number of locals by Bakweri chiefs headed by chief endeley when they requested land for an extension of their plant, they immediately dismantled their machines and move to Garoua. Whilst in Cameroon, i never consumed coca cola and preferred to stick with Malta Guinness. Southern Cameroonians do not need to patronise these type of businesses.

[Danny Boy]

Hi Rexon,
a few weeks ago, I talked to you about our divine choices. The will to and the will not to. I even challenged you to put this to the test.
Without pre-empting your resolve, Bro., you are on a no winner! Cameroonians will always caress their "33"!
On a serious note though, that plant could have been moved to India and the produce still imported/exported to Cameroon, Southern Cameroons inclusive. What will you do? So you will not touch Coca cola! Ha ha ha. Afraid of the coke in it or you thought by so doing you will create a hole in their profits? Very funny, but I admire your resolve though.
Stick with your ethically produced Malta Guiness.
Cheers mate.

[UnitedstatesofAfrica]

Rexon and Ma Mary,
in a "democratic" and "capitalist" country, you don't blame a legal company for any negative impact it has on the society. The people you should be blaming are the citizens themselves. Brasseries has not broken any law. They are operating legally and they don't force Cameroonians to buy their drinks. High rates of alcoholism should be blamed on your brothers and sisters, not Brasseries.

You guys claim to be fighting for the liberation of Southern Cameroons from an undemocratic government and yet you fail to acknowledge the basis underpinnings of democracy and capitalism.

Your anxiety to criticize anything being done in Cameroon is slowly morphing you guys into outlandish LUNATICS!!!!

[Danny Boy]

Kumbaboy,
of Brasseries, you say,
"This company is a Cameroon success story."
of Cimencan, you say;
"CIMENCAM like most French businesses and jvs in cameroon are for the mosr part earning cash for French pensioners."

You know where these quotes come from. Can you reconcile the two for me or do we have a conflict of interest here?

[dollar]

Cameroons defeat at the African Cup of nations should be another reminder to the Voodoo's and dimambolas that the the rot of God will soon strike them for not looking up to the needs of the people. should y'all win the cup when people who are old enough not to play will score their camps due to fatigue?is it not the very corrupt ways of theirs that sees no new talents that can replace the old ones?well, the lesson should be learned if it was never learned, and hopefully change should come to last.
I HOPE CAF FORCE CAMEROON TO HOST THE CUP NEXT TIME only then, will the world see the reality of this devilish regime.
To the lions i applaud your courage and determination to defend your flag. Hope you all defend the two star flag and not one star flag NEXT TIME else......

[Ma Mary]

In the prototypical capitalist country called United States of Africa, in which you live, the giant tobacco companies were put under severe scrutiny and punished severely for selling a toxic product and lying to the public about it.

All I have done is outline the opportunity costs of over indulgence in alcohol and to shine a light to the lies of the booze industry. These companies also have the power of advertising. That is why in civilized countries, even capitalist ones, there is public health information and restrictions to marketing to minors and sanctions for driving or operating dangerous machinery under the influence. There are also restrictions to hours of operation of drinking places and to the number of drinking spots per square kilometer. Bottom line, toxic products are regulated even in capitalist countries and companies are required to practice truth in advertising and not to make loaded statements like "Guinness Gives You Power" to ignorant people and to provide samples to blood donors as if it were some kind of blood replacement product.

To make matters worse, alcoholism is an instrument of state policy. It is easier to start a new brewery than a new cement factory, although the later is more relevant for development. Abundant, cheap, unregulated alcohol consumption renders people into compliant, unfocused idiots for the duration of their intoxication, hence easier to manipulate.

Without the collaboration of Brasseries du Cameroun and other members of Drunkeness inc. with the Camerounese government, the present uprising would have occurred years ago. Moral: one can only delay the inevitable, and not prevent it from happening through false measures such as state sponsored alcoholism and lies.

[marc romeo]

hi,
my name is marc romeo i am looking for the want to help me produce my album . i live in bamenda .so please i will like you to help me. thanks this is my email .ryckiland@yahoo.co.uk .my number 97.04.29.31.thanks .