By Benjamin Maona, contributor:
Castel Group Chief Executive Officer (CEO) Gregory Clerc has praised Castel Malawi for its remarkable resilience and innovative spirit in the face of economic challenges.
Clerc and other directors visited the country for a business outlook of Castel Malawi, one of the France-based Castel Group’s subsidiaries.
“The level of expertise and commitment expressed by the Castel Malawi team is truly commendable. For instance, introducing Pomme Breeze and the strategic planning underway for Sorghum Beer will continue to help improve Castel Malawi’s business.
“These initiatives underscore our proactive approach to meeting consumer demand and driving volume, even in the middle of the challenging times Malawi is currently facing,” Clerc said.
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Castel Malawi Managing Director Thomas Reynaud acknowledged the challenges the giant brewer faced last year, including currency devaluation and natural disasters.
Reynaud, however, emphasised the company’s focus on three key pillars namely compliance, identity and innovation.
“Castel’s reputation was significantly compromised in recent years, necessitating collective efforts to improve it. I am proud to say we have made considerable progress as we have enhanced the corporate brand reputation as well as promoted our corporate image through initiatives like the Castel Challenge Cup,” he said.
He further underscored the importance of innovation for the leading alcoholic beverage in the country.
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“The survival of our organisation hinges on our ability to innovate. We have witnessed first-hand the effectiveness of innovation through different internal projects.
“However, we must push further, with initiatives like the successful launch of Pomme Breeze and our next ambitious project, Sapitwa Sorghum Beer. This groundbreaking product, made primarily from local ingredients, will position us as market leaders and fill us with pride,” Reynaud said.
With unwavering support from the Castel Group and a team dedicated to excellence, Castel Malawi stands poised to navigate future challenges and emerge as an even stronger force in the Malawian market, according to Reynaud.
Through continued innovation, a commitment to ethical practices and a focus on positive social impact, Castel Malawi is well-positioned to not only overcome obstacles but also contribute significantly to the country’s economic development and social well-being.
