How Zambezi Lager grew from 1.4% to 39% in premium local lager volume contributions


  • Volumes had shrunk to 1.4% of the total domestic premium lager portfolio.
  • Product trial had fallen to 0.25%.
  • No above-the-line, below-the-line or social media presence.
  • Pitching against 8 large creative agencies, Openminds successfully won the business.


  • Develop a brand plan, brand ladder and formalise the brand metrics.

  • Conceptualise quarterly sales promotions, establishing budgets, selecting suppliers.

  • Establish the media plan and campaign rollout, ensuring high visibility in trade.

  • Design a comprehensive social media strategy and put in place a dedicated community management team


  • Facilitated an Ideation workshop with management, sales, brand, marketing, channel, agency, media and events/activation teams - utilising SAB Miller Brand Mastery techniques.

  • Launched a 24-month brand thematic campaign.
  • Initiated a strategic partnership with Parks & Recreation to co-brand all 65 of their large entrance welcome signs/billboards.
  • Created "owned" sponsorship properties - The Victoria Falls Carnival, Brand Houses, and the Tiger Fishing Tournament (KITFT).
  • Entered into a smart partnership with the 7-a-side National Rugby Team (The Cheetahs).


  • Trial of Zambezi increased to +8%.

  • The total volume contribution towards the local premium lager portfolio grew to 39%.
  • Zambezi won best Weigh Bay and Activation Team at the Tiger Fishing Tournament (KITFT).
  • AB InBev recognised the communication work involved in the Follow the Call thematic as being "among the top of all their global brands".
  • SAB Miller noted that the branding work done on Zambezi was the "Benchmark for local premium brands".
  • Zambezi picked up a Gold medal at the International Beer & Wine Festival in Canada.
  • The contract with Openminds was renewed perpetually for ten years.


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