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    BusinessRebranded Axumit in the market

    Rebranded Axumit in the market

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    Awash Wine SC, the longest established winery in Ethiopia, has inked a deal with boutique hotels in Ethiopia as it moves with its slew of rebranded and new products to the competitive wine market in Ethiopia. It has introduce its improved product, AXUMIT just in time for the summer in the capital.

    It has partnered with hostels such as Golden Tulip and Monarch Hotels in Bole, Elily, Capital and others. The plan is to incorporate its wines with gourmet cuisine with quality and top quality hotels. According to Bethelhem Melaku, the brand manager for Awash Wine SC, the company intends to offer its product for couples for free on the occasions as the company want to be known as “the wine of choice for lovers”. The offer is to continue during the months of June and July.

    Among its collection of brand name wines are Awash, Gouder, Kemila, Axumit and Gebeta Red and Gebeta White.  A month ago, the company hosted a mega event in Gonder, inviting noted industry players and partners to the historic city of Gonder, to help mark the introduction of the new rebranded Axumit.

    In its website, the company boosts that “If you think African wine production starts and ends with South Africa think again. From its Merti Jeju vineyard, 180km southeast of the capital Addis Ababa in the Upper Awash Valley, Ethiopia’s Awash Wines has been producing fine vintages since 1956”.

    Awash was founded by families of Greek and Italians origins in 1943 but was nationalized during the era of Mengistu Hailemariam. However, in 2013, a private equity firm, 8 Miles LLP, owned by a humanitarian and entrepreneur artist Bob Geldof and local business mogul; Mulugeta Tesfakiros became the sole owners of the company. They are reported to have invested heavily in the company.

    Awash says that it takes its social responsibility roles seriously, advocating for the arts, including the Jazzamba music school, Mekedonia, a charity organization that helps the destitute, schools and has donated generously to the recent Koshe disaster accident. 

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