CAIRO: AJE, one of the leading multinational beverage companies, has announced today the beginning of commercialization of its products in Egypt, confirming its entry into the African continent.
BIG, the company’s flagship brand and regional partner of Football club Barcelona, will be the first AJE product commercialized in Egypt. Recently, BIG was ranked in the “top ten” of most chosen brands in Latin America and the second in frequency of consumption, according to the Brand Footprint 2015 ranking, prepared by the consulting firm Kantar World panel (KWP). It has also proven to be the favorite drink in Indonesia as ranked by Roy Morgan Research, Australia’s best known and longest established market research Company, in 2015.
AJE has also announced that production will be local, which will generate direct and indirect employment opportunities in the Egyptian market. According to Julio Roda, AJE’s Executive Regional Director for Africa and India: “In line with our global growth strategy, we are very pleased to announce that today we start our operations in Egypt. The decision to enter this new market, represents a big milestone for AJE’s history, since it means consolidating our presence in the African continent”.
BIG will be available in the following flavors: Cola, Orange, Lemon, and Green Apple, in 360 ml, 500 ml and 1, 5 L. sizes, meeting the tastes of all consumers in this market. The products will be marketed across all Egyptian governates.
AJE’s unique and differentiated business model, based on the diversification and demands of consumption as well as AJE’s close relationship with its local distribution network, are part of the company’s successful business model, and will be implemented in Egypt. The company facilitates the access to consumption, with maximum quality products at a price adapted to the needs of the young Egyptian consumer. In terms of distribution, AJE works with thousands of strategic partners around the world, as well as local entrepreneurs who distribute its products at a local and regional level.
Present in 27 countries on three continents: Latin America, Asia and Africa, AJE today operates through 1,560,000 sales points, 120 own distribution centers and a team of 15,000 direct and indirect employees, reaching more than 1,000 million consumers around the world.
AJE has more than 27 years of experience in the beverage market, and since its establishment, it has continued to grow and penetrate new markets.