Phoenix Beverages

Phoenix Beverages Group
Formerly	Mauritius Breweries Ltd (MBL)
Company type	Public
Traded as	SEM: MBL
Industry	Beverage
Predecessor	Phoenix Camp Minerals Limited (PCM),; Mauritius Breweries Ltd (MBL);
Founded	9 September 1960
Headquarters	Pont Fer, Vacoas-Phoenix, Mauritius
Area served	Mauritius
Key people	Bernard Theys; (CEO); Arnaud Lagesse; (Chairman)
Products	Beers (Phoenix, Blue Marlin, Gister),; wines and spirits,; soft drinks (Eski, Coca-Cola, Sprite, Pearona, Cidona...),; table water (Crystal);
Production output	2.44 million hectolitres of alcoholic and non alcoholic drinks
Total assets	Rs 9.048 billion
Number of employees	1,750+ (2023)
Subsidiaries	Phoenix Beverages Overseas Ltd,; The (Mauritius) Glass Gallery Ltd,; Phoenix Réunion SARL;
Website	www.phoenixbeveragesgroup.mu

Phoenix Beverages is the largest brewery in Mauritius. Their Phoenix Beer (lager) is widely distributed on the island and is exported to Europe, Australia, Reunion Island, Madagascar, etc. The company also has connections with the Guinness Brewery and is listed on the Stock Exchange of Mauritius.^[3] They have three plants in Mauritius, PhoenixBev Brewery Plant, PhoenixBev Carbonated Soft Drinks Plant and PhoenixBev Stills Plant. They also have a plant in Reunion Island known as Edena Boissons.

History

The Millenium Pillar (1999-2022)

‘The Millennium Pillar’ was an initiative aimed at enhancing the cityscape of Vacoas-Phoenix by erecting a magnificent statue at its bustling roundabout, colloquially known as the “ Rond-Point La Bière.” The Phoenix Millennium Pillar was a captivating piece of art originally crafted by the talented Hungarian artist, Ms. Zsuzsanna Szemok, with Mr. Pierre Lagesse serving as the project’s architect. The sculpture depicted the Vacoas tree, complete with its roots and a trunk adorned with basalt, mirroring the tree’s leaves. At its pinnacle stood a bronze rendition of a nascent Phoenix. The bronze casting was executed by Forges Tardieu foundry, while the supporting tree structure was constructed by General Construction. This monumental stele, standing 10 meters tall and spanning a meter in width, was erected in 1999 to commemorate the transition from 1999 to the year 2000 and the 35th anniversary of Vacoas/Phoenix’s elevation to a municipality. It was officially unveiled on September 23, 1999. Today, a segment of the sculpture, particularly the Phoenix, graces the entrance of Phoenix Beverages Limited.

La Statue de la RenaiSenses (2022-present)

After more than three years of relentless effort, the new Phoenix statue emerged, paying tribute to the initiatives outlined in Phoenix Beverages Group’s sustainable development plan. This artistic masterpiece was conceptualised and curated by ZeeArts, in collaboration with Indian and Mauritian artists, Kishor Kanta and Vick Shibdoyal, respectively. The project also garnered support from Phoenix Beverages Group’s welding team, Luxconsult as the engineering consultants, and Transinvest for the groundwork at the roundabout. Named as ‘The Statue of RenaiSenses’ or ‘La Statue de la RenaiSenses’, this sculpture powerfully encapsulates the timeless cycle of rebirth embodied by the Phoenix. Its design was meticulously crafted to exude dynamism. It stands as a profoundly contemporary, captivating piece, rooted in a recycling concept for all its constituent materials. Its composition is distinct, ingeniously integrating salvaged metals and spare metallic parts from Phoenix Beverages Group’s old bottling lines. Instead of being discarded, these materials were repurposed, promoting a sustainable economy through waste upcycling practices. Now proudly perched on the roundabout that once housed the ‘Millennium Pillar’, this stunning ten-meter statue fills the residents of Vacoas-Phoenix with immense pride.

Corporate history

1931 - The company is incorporated as Phoenix Camp Minerals Limited (PCM)
1953 - Signature of their bottling agreement with Coca-Cola
1960 - Creation of Mauritius Breweries Ltd (MBL)
1963 - Inauguration of brewery
1991 - Creation of the (Mauritius) Glass Gallery Ltd to recycle glass waste
1993 - MBL is listed on the Stock Exchange of Mauritius
2003 - Change of name of MBL to Phoenix Beverages Ltd (PBL)
2008 - Fusion of PBL and PCM
2014 - PBL acquires the Eski soft-drink company and also begins wine bottling operations
2015 - Signature of bottling agreement with Schweppes International for Orangina
2016 - Acquisition of Edena SA (incorporated in Réunion Island)
2021 - Change of name of Koté Vins & Spirits to PhoenixBev Wines & Spirits
2021 - Launch of PhoenixEarth Initiative
2022 - Setting up of Manawa Craft Brewery Plant in Phoenix
2022 - The company starts to take steps to reduce its carbon footprint.^[4] Switches to green energy.^[2]
2024 - PBL acquires 28.15% shares in African Originals (incorporated in Kenya)

Products

Product history

1931 - Launch of Phoenix Camp Minerals: Sparkling Aerated Water
1956 - Launch of Fanta
1963 - Launch of Phoenix beer
1964 - Launch of Stella Pils beer
1965 - Launch of Sprite soft-drink
1975 - Launch of Guinness stout
1976 - Launch of Crystal table water
1979 - Launch of Pearona
1986 - Launch of Diet Coke
1988 - Launch of Malta Guinness
1989 - Launch of Blue Marlin beer
1990 - Launch of Appletiser
2005 - Launch of Phoenix Special Brew beer
2008 - Launch of Phoenix Fresh beer
2014 - Acquisition of Eski soft-drink brand
2015 - Launch of GR8 wine
2016 - Launch of Gister Premium beer
2017 - Launch of Fuze Tea
2017 - Launch of 5Alive Pulpy juice
2020 - Relaunch of Cidona
2020 - Launch of Phoenix Beer Keg 5L
2022 - Launch of Manawa craft beer
2022 - Launch of Phoenix Panaché
2023 - Launch of Salitos

Phoenix Beer

Phoenix Beer began production in 1963. On August 26, 1963, Phoenix Beer was officially launched. The inaugural tasting was conducted by Head Brewer Roger Blasco, a man deeply passionate about brewing. At the time of its inauguration, the factory employed 40 individuals with the aim to produce 35,000 hectolitres of beer annually. In the very first year, 30,000 hectolitres were produced.

Journalists remarked that his dedication to beer was so profound that he could have spent his entire life in the brewery. Once brewed, the beer was bottled in ‘Chopine’ (35 ml) and bottles (75 ml) formats, sealed with a cap, and distributed to retailers across the island.

Phoenix Beer has an ABV of 5%, and is described as a "golden lager" by the manufacturers. Their malted spring barley comes from Australia and Europe. The beer is sold in 650 ml (23 imp fl oz; 22 US fl oz) and 330 ml (12 imp fl oz; 11 US fl oz) bottles and 330 ml (12 imp fl oz; 11 US fl oz) cans. It is also available in draught at local resorts and restaurants.

Phoenix also produces two strong lager style beers. One called Blue Marlin; the other Phoenix Special Brew. They brew Guinness Foreign Extra Stout under licence.

History behind the name

History dates back to 1845 in Mauritius, where a sugar estate named Phoenix was established at the confluence of two rivers: the Mesnil and Rivière Sèche. The estate derived its name from the endemic palm trees found exclusively in Mauritius and Réunion Island, bearing a resemblance to the Phoenician palm. Phoenix Sugar Estate, under the stewardship of Henry Barlow, clinched a gold medal for its premium quality sugar. However, due to a financial downturn, the sugar mill ceased operations in 1874. By 1880, Phoenix Sugar Estate merged with Trianon Sugar Estate, leading to the transfer of all sugarcane plantations to the latter. The 1892 cyclone wreaked destruction of the Trianon Sugar Estate, leaving the sugar mill building bereft of its machinery and ultimately leading to its demolition. The Phoenix region was named in homage to the sugar mill’s name. It was only later that the brewery was established in Phoenix, attributed to its favourable climatic conditions, strategic location for island-wide product distribution, and water supply. Thus, the beer was named after the city’s rich history, drawing inspiration from both the mythical bird and the Phoenician palms. Just as the sugar was adorned with gold medals, the beer garnered multiple accolades and stands today as a staple brand in the heart of Mauritians.

Awards

Brand	Year	Award	Rank	Notes
Stella Pils	1976	Brewex – UK	Gold Medal
	1989	Monde Selection	Gold Medal
	1997	Australian International Beer Awards	Silver Award
	2009	Monde Selection	Gold Medal	Stella Pils 330ml
Phoenix Beer	1981	Monde selection	Gold Medal
	1983	Brewex – UK	Gold Medal
	1997	Australian International Beer Awards	Silver Award
	2001	Australian International Beer Awards	Gold Award
	2003	Monde Selection	Gold Medal	Phoenix Beer 330ml
	2006	Monde Selection	Silver Medal	Phoenix Beer 330ml
	2007	Monde Selection	Grand Gold Medal	Phoenix Beer 330ml
	2008	Monde Selection	Gold Medal	Phoenix Beer 330ml
	2008	Monde Selection	Silver	Phoenix Beer Can
	2009	Monde Selection	Gold Medal	Phoenix Beer 650ml
		Monde Selection	Silver	Phoenix Beer Can
		Monde Selection	Gold Medal + High International Quality Trophy 2009	Phoenix Beer 330ml
	2010	Monde Selection	Gold Medal	Phoenix Beer 650ml
		Monde Selection	Gold Medal	Phoenix Beer Can 330ml
		Monde Selection	Gold Medal	Phoenix Beer 330ml
		Monde Selection	Gold Medal	Phoenix Special Brew 330ml
		Monde Selection	Gold Medal	Phoenix Fresh 330ml
	2011	Monde Selection	Gold Medal + International High Quality Trophy 2011	Phoenix Beer 650ml
	2011	Monde Selection	Gold Medal	Phoenix Beer 330ml
	2012	Monde Selection	Gold Medal	Phoenix Beer 650ml
	2012	Monde Selection	Gold Medal + International High Quality Trophy 2012	Phoenix Beer 330ml
	2013	Monde Selection	Gold Medal	Phoenix Beer 650ml
	2013	Monde Selection	Gold Medal	Phoenix Beer 330ml
	2014	Monde Selection	Gold Medal + International High Quality Trophy 2014	Phoenix Beer 650ml
		Monde Selection	Gold Medal	Phoenix Beer bottle 330ml
		Monde Selection	Gold Medal	Phoenix Beer can 330ml
Blue Marlin	1992	Monde Selection	Gold Medal
	1997	Australian International Beer Awards	Silver Award
	2001	Australian International Beer Awards	Silver Award
	2003	Monde Selection	Bronze Medal	Blue Marlin 330ml
	2006	Monde Selection	Silver Medal	Blue Marlin 330ml
	2007	Monde Selection	Grand Gold Medal	Blue Marlin 330ml
	2009	Monde Selection	Silver Medal	Blue Marlin Premium Beer Can
	2013	Monde Selection	Gold Medal	Blue Marlin Premium Beer 330ml
Guinness	2011	Monde Selection	Gold Medal	Guinness Foreign Extra Stout
Phoenix Cider	2011	Monde Selection	Gold Medal	Phoenix Cider Apple non-alcoholic Cans

References

^ "Company Snapshot Information - Code". Stock Exchange of Mauritius. Retrieved 22 December 2015.
^ ^a ^b https://phoenixbeveragesgroup.mu/assets/report/2023/Annual-reports/PhoenixBev_IAR_20231127_annual_report_1.pdf. {{cite web}}: Missing or empty |title= (help)
^ "The Stock Exchange of Mauritius". The Stock Exchange of Mauritius. Retrieved 2012-07-11.
^ "Sustainable development: Phoenix Beverages takes action – Mauritius News". mauritiushindinews.com. Retrieved 2022-09-26.^{[permanent dead link]}

External links

Phoenix Beverages Group website

[semCode-1] "Company Snapshot Information - Code". Stock Exchange of Mauritius. Retrieved 22 December 2015.

[AR2015-2] ttps://phoenixbeveragesgroup.mu/assets/report/2023/Annual-reports/PhoenixBev_IAR_20231127_annual_report_1.pdf. {{cite web}}: Missing or empty |title= (help)

[3] "The Stock Exchange of Mauritius". The Stock Exchange of Mauritius. Retrieved 2012-07-11.

[4] "Sustainable development: Phoenix Beverages takes action – Mauritius News". mauritiushindinews.com. Retrieved 2022-09-26.^{[permanent dead link]}

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