from MARCUS MUSHONGA in Harare, Zimbabwe
Zimbabwe Bureau
HARARE, (CAJ News) – ZIMBABWEANS from diverse backgrounds have dismissed growing speculation that the newly announced strategic alliance between Danish brewing giant Carlsberg Group and India’s Varun Beverages Ltd could threaten the dominance of Zimbabwe’s beloved Mazoe Crush brand in the non-alcoholic beverage market.
The concerns arose after businessman Bla Bidza took to social media platform X (formerly Twitter) to suggest that the Carlsberg–Varun partnership could pave the way for Robinsons, a renowned British fruit drink under Carlsberg Britvic, to enter Zimbabwe’s beverage sector — potentially challenging the century-old Mazoe range produced by Schweppes Zimbabwe Ltd.
Bidza argued that Robinsons, backed by Carlsberg’s vast global distribution network and Britvic’s expertise in premium fruit beverages, could introduce modern flavour formulations and aggressive marketing strategies that might unsettle Mazoe’s long-standing market leadership.
“From both strategic and experiential perspectives, this alignment represents a credible threat to Mazoe’s sustainability and legacy in its home market,” he warned, suggesting that Carlsberg Britvic could eventually establish a local or regional production facility.
However, Mazoe’s loyal consumer base has strongly pushed back against these claims, dismissing them as unfounded and overly alarmist.
Victor Moyo, one of the brand’s many supporters, remarked:
“Mazoe is more than a drink — it’s a heritage. It has stood the test of time and can’t be displaced unless competitors start giving their products away for free.”
Another user, known online as Uncle Brutus, added humorously:
“I’ve tried Robinsons before. Honestly, Schweppes shouldn’t lose sleep — that juice tastes like Oros, and Zimbabweans won’t switch easily.”
Other consumers echoed similar sentiments, emphasizing Mazoe’s resilience in facing both local and regional competition.
Joe Chimoto noted that Mazoe had previously survived waves of cheaper South African imports, including Oros, and even managed to penetrate the South African market in return.
“If Mazoe could outlast that competition, it will handle any new entrant just fine,” he said.
Nkosilathi Mlal compared the two brands directly:
“If you’ve tasted both Mazoe and Robinsons, there’s no comparison. Oros is even better than Robinsons, and Mazoe still comes out on top.”
General Tsana added a cultural dimension:
“Zimbabweans are loyal to what’s theirs. Even abroad, people in the UK (United Kingdom) still import Mazoe because no other cordial matches its flavour and quality.”
Beyond consumer loyalty, some locals called for proactive government policy to ensure fair competition and local benefits.
Everisto Gwaidza suggested that any entry by foreign beverage firms should be conditional on establishing production within Zimbabwe to promote job creation and industrial growth.
“We must protect our industries that sustain local employment and national pride,” he said.
Tasu Mufumiri also questioned the hype around Robinsons, saying: “How many Zimbabweans in the UK even drink it? It’s tasteless and can’t be spoken of in the same breath as our Mazoe Orange Crush.”
Lynes Brady added: “Even in Britain, people buy Mazoe exports and enjoy them more than their own local cordial juices.”
Carlsberg Group, founded in 1847 in Denmark, is one of the world’s leading brewers, operating in over 150 markets with a diverse portfolio of beers and beverages.
In 2024, Carlsberg completed a £3.3 billion acquisition of Britvic Plc, giving rise to Carlsberg Britvic, a combined powerhouse in the global beverage sector.
Robinsons, a heritage British soft drink brand dating back to 1823, now falls under this entity.
Their African partner, Varun Beverages Ltd, is one of the largest bottlers of PepsiCo products globally, with extensive manufacturing and distribution operations across the continent, including Zimbabwe, Zambia, and Mozambique.
While analysts acknowledge the potential impact of such a powerful partnership, consumer sentiment and market history suggest that Mazoe Crush, with its deep cultural roots, authentic flavour, and brand loyalty, remains a formidable force in Zimbabwe’s beverage industry.
In essence, Zimbabweans remain confident that while international competition may enter the market, Mazoe’s legacy as a symbol of local pride and taste will continue to reign supreme.
— CAJ News