Serengeti Breweries launches TZEE gin to celebrate Tanzanian creativity, national identity 

TANZANIA – Serengeti Breweries Limited (SBL) has launched TZEE, a new gin brand that celebrates Tanzanian creativity, unity, and national pride.  

The gin, locally produced at SBL’s modern facilities, embodies the bold and expressive spirit of Tanzania under the slogan “TZEE ni SISI,” meaning “TZEE is us.” 

Speaking at the official launch, Serengeti Breweries Managing Director Obinna Anyalebechi described TZEE as a milestone achievement that reflects Tanzania’s evolving beverage culture and entrepreneurial spirit. 

“TZEE is born of Tanzanian spirit—created by Tanzanians, for Tanzanians,” Anyalebechi said. “It represents who we are as a people—proud, expressive, and driven by unity. This launch is not just about a new product; it’s about celebrating our shared identity and the creativity that defines us.” 

Anyalebechi emphasized that TZEE goes beyond being a premium beverage. It serves as a cultural platform that empowers Tanzania’s creative youth, including those in music, art, fashion, and digital innovation. 

“TZEE celebrates the imagination of a new generation,” he said. “It’s more than a drink; it’s a symbol of Tanzanian creativity and collaboration. Every idea, every moment shared under the spirit of ‘TZEE ni SISI’ reflects our collective energy and potential.” 

Henry Esiaba, Marketing and Innovations Director at SBL, said TZEE was developed through a process that combined local insights with creative collaboration. He described the gin as a reflection of Tanzania’s rhythm, pride, and personality. 

“TZEE is a brand born out of Tanzanian ideas,” Esiaba said. “We wanted to capture the essence of our culture in a bottle—something that feels authentically ours. ‘TZEE ni SISI’ is not just a slogan; it’s a celebration of who we are as Tanzanians.” 

Esiaba added that TZEE marks a new era of innovation in consumer marketing, demonstrating how local creativity can deliver world-class products that inspire pride and progress. 

“The creation of TZEE shows the strength of Tanzanian innovation,” he said. “It’s a movement rooted in authenticity and powered by excellence.” 

With the launch of TZEE, Serengeti Breweries continues to strengthen its leadership in Tanzania’s expanding spirits market.  

According to Research and Markets, the country’s spirits industry was valued at US$794.6 million in 2024 and is projected to reach US$1.66 billion by 2033, growing at a compound annual rate of 8.13%. 

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