By Staff Writer
‘Samoa’s Own’ iconic Vailima brand beer is given only a few years to survive while brewed in Fiji if local consumer demands drop in its main market in Samoa
This forecast is by the opposition deputy leader and a shareholder of the Samoa Breweries, MP Fonotoe Lauofo Meti.
His reaction was in the longterm effects of the decision by the Samoa Breweries management to brew the popular Vailima in Fiji.
“ There is so much pride involved in the brand as a home beer the loss of identity at being brewed in Fiji, will lead to a drop in the market demands in the long run,” Fonotoe felt.
“The steady loss of interest after a few years would carry over to production costs where the Vailima brand may no longer be profitable to brew and will then be stopped.”
Fonotoe believes a similar loss of appeal will also carry over to exports of the brand to the Samoan diaspora mainly in New Zealand.
He found that it is standard reaction for countries to prefer their own home brewed beer and that the Vailima is popular only in Samoa mainly to Samoans.
“Our older folks are Vailima beer diehard drinkers who are used to having one or two pre-dinner bottles whereas the rest are easily drawn to other brands.”
As an imported beer subject to customs and other added costs he expects a change in local price and possibly a slight change in taste.
The MP feels as well for the Samoa Breweries staff at the loss of jobs with little hope the Vailima brand will return to Samoa, unless it is offered attractive conditions to do so.
“It is very hard to being it back, but there are ways to do that with Government through concessions or stimulus packages and other incentives.”
Alcohol and cigarettes are taxed highly mainly for health reasons.
Fonotoe defended recent criticisms in Parliament that Samoa Breweries was no longer owned by Samoa.
Australian based Paradise Beverages Limited (PBL) is the majority shareholder of Vailima beer after the Samoa Breweries was privatised, which is common practice.
Shares were sold and owned by local investors including Fonotoe and it is unclear what will happen to them with the re-location of productions to Fiji.
PBL Country Manager Ms Moira Simi shared the public sentiments for Vailima to be made in Samoa and would also prefer to be here.
“If a local option presents itself we are open to the approach, our leadership team have explored every avenue to continue brewing in Samoa,” Ms Simi reacted to Newline Samoa news coverage of the issue.
She welcomed “…further investment into our aging brewery, working with a third party to develop a new brewery, and working with a third party to brew our brands.”
“Unfortunately, none of the options were commercially viable and our business therefore made the decision to close our alcohol production facility and evolve to a sales and distribution business only.”
The Country Manager said the final decision to move production to Fiji was to keep the brand alive as they have the utmost respect for Vailima.
“Our leadership team have explored every avenue to continue brewing in Samoa, unfortunately, none of the options were commercially viable.”
Ms. Simi revealed that the commercial viability has steadily declined over the past five years for the Vailima brand.
Aging machinery, impact of the measles outbreak in 2019, followed by the disruption caused by COVID-19 were the main causes.
Brewery staff who are without jobs are the main focus for now in what is described as a mental challenge.
“It’s been an challenging week for them mentally.
“It is a stressful time for them, especially with the added public and social conversation which is not always 100% accurate.”
Efforts are being made to look after their “…well being and finding ways to relocate or find new roles for as many of our impacted team as we can.”
The Taula brand beer has been the main rival for the Vailima beer since it came on to the market as a newcomer and is now the only locally brewed beer.