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case studies

Game changing

Rorank – a leading Ethiopian alcoholic spirits company setting its sights on
‘patriotic brand loyalty’.

As Ethiopia’s integration into the global economy deepens, giving support to its label of Africa’s newest ‘Lion Economy’, Vasari strengthens its Sub Saharan investment portfolio with the addition of Rorank, a leading Ethiopian alcoholic spirits company.

Vasari’s in-country team identified this fully integrated spirits player, with an established portfolio of local brands, as a unique opportunity commensurate with its wider African investment plans.

Excluding oil and gas exporters, only China has grown faster than Ethiopia in the last decade and Government plans to achieve middle-income status by 2020-23 are on track, paving the way for sustainable investment opportunities.

A forward thinking management partnership has been fostered since the 2014 investment, enabling Rorank to leverage the multinational capabilities and experience of the Vasari team.

This strategic and operational know-how, combined with Rorank’s ambitions and extensive local market knowledge, will provide a route for sure-footed growth within Ethiopia’s significantly underserved spirits and beverages market.

Framework for game change

Acceleration of Rohrank’s potential centres on the implementation of Vasari’s sizeable expansion capex and strategic development plan, already adopted and fully aligned to forecasted milestones.

To date this has included; A full customer mapping exercise, conducted to gauge local tastes and habits; Re-branding of existing product lines to reflect design and quality standards expected of an international spirits brand; Overhauling route-to-market infrastructure from product design and marketing to distribution; Creation of innovative new premium product offers and packaging.

Trust & Value = Loyalty

Vasari’s macro level vision for Rorank is to establish brand trust via high grade design and product quality, offered at an affordable price, establishing patriotic consumer loyalty to a home-grown brand.