Official Launch of the New DJAMA 65cl in Lomé

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Extract from the article: In a grand and friendly atmosphere, the Société Nouvelle de Boissons (SNB) officially launched two new sizes of its famous beers this Sunday, April 6, 2025: DJAMA Pilsner 65cl and DJAMA Lager 65cl. A landmark event as part of the upcoming celebrat...

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In a grand and friendly atmosphere, the Société Nouvelle de Boissons (SNB) officially launched two new sizes of its famous beers this Sunday, April 6, 2025: DJAMA Pilsner 65cl and DJAMA Lager 65cl. A landmark event as part of the upcoming celebration of SNB’s 5th anniversary on May 6, 2025.

This strategic launch brought together SNB’s top executives, a representative of the Togolese Consumers Association (ATC), distributors, bar owners, and of course, loyal Djama beer lovers who came to show their deep attachment to the now-iconic brand.

Why the 65cl format?
For SNB, this innovation is a clear response to growing consumer demand. "From the start, we launched with 33cl and 50cl sizes. But after five years of existence, we wanted to innovate and make a statement. It’s our way of saying thank you to our loyal consumers who asked for a larger format," explained Patrick Van Shine, SNB’s CEO.

According to him, the new format doesn’t compromise on quality. “The packaging has evolved, but the content remains the same. It's the same quality as the 50cl bottle and the can,” the CEO assured.

Bottles that Shine in the Dark
The new 65cl bottles don’t go unnoticed. Featuring an aluminum back label that glows in the dark, an informative counter ticket with a price limit, elegant design, and clearly visible key information, these bottles contain 4.6% alcohol for the Lager, and 5.1% for the Pilsner, with no added sugar and made from 100% natural ingredients: water, malt, and hops.

“We wanted a bottle that speaks for itself, that stands out both at the bar and in the soft light of a night out with friends. This format will dominate the market. It covers nearly 70% of beer consumption in the country. The caps remain the same as the 33cl and 50cl: logo, red or green ring, green tank. It’s a format that takes the lion’s share,” proudly declared Yaovi Hyacinthe Amegnaglo, SNB’s Sales and Marketing Director.

Consumers Speak: Between Love and Loyalty
Among the crowd on the beach, emotions were high. Michel Amenugna, visibly touched, shared his attachment with warmth: “Djama Lager is a beer I really love. My wife introduced it to me and I liked it instantly.”

Another voice came from Benin. While passing through Lomé, Annick Akobe discovered Djama by chance and fell in love with it. “I tried the Lager and loved the light taste. I really like this large format, and especially the name 'Djama'—a leader’s name. Wherever there’s Djama, I’ll take my seat,” she said.

With the launch of the 65cl format, SNB sets the tone to celebrate its fifth anniversary on May 6, 2025, a celebration that’s sure to be bubbling over in every sense of the word.