Seychelles Breweries launches limited edition labels   |01 July 2022

Mr Belle and Mr Arnephie unveiling the labels at the Angel Fish Marina on Mahé

In commemoration of its 50th anniversary and the National Day, Seychelles Breweries Ltd (SBL) has unveiled three new labels for its Seybrew beer.

This initiative comes as a way of thanking Seybrew consumers and customers for their loyalty and support throughout the years.

The unveiling of the labels took place simultaneously on Mahé, Praslin and La Digue on our National Day, June 29, which is also the anniversary of our Independence.

Innovation manager Nick Ross unveiled the labels on Praslin at the Café Des Arts Restaurant while Dorothy Ernesta, the key accounts manager did the same on La Digue at the Fish Trap Restaurant. A similar event took place at the Angel Fish Marina on Mahé.

The three labels have been designed by well known graphic artist Michael Arnephie, who has previously done various works for the company.

Over six months the SBL team worked with Mr Arnephie to reflect and come up with labels that would depict the beauty and essence of each of the three main islands as well as celebrate the 50-year reign of Seybrew on these three islands.

Mahé showcases the international airport, clock tower and mountains; Praslin showcases the Vallée de Mai, Coco de Mer, Black Parrot, waterfall, while the label for La Digue depicts the Paradise Flycatcher, granite rocks, fisherman in traditional pirogue and the world famous Anse Source D’Argent beach.

Mr Arnephie said he was approached by the company for the concept of incorporating aspects of the three main islands that supported the brand and the company during the fifty years of its existence.

He added that he was given a blank canvas and had to represent something unique for all three islands.

“They had one input, and it was that the Mahé one had to have the international airport incorporated in it,” he said. This is because both the company and the airport came into existence in the same year.

Bertrand Belle, commercial director for SBL, stated that the idea behind the limited edition branding was to showcase the culture of inclusivity of Seybrew by targeting all three islands.

He added that usually the company always hold activities on Mahé and rarely on the other two islands.

The commercial director further added that they have not forgotten their customers from the other two islands which is why for the first time the limited edition labels were simultaneously launched on all three islands.

“We wanted to express our appreciation to our consumers and partners across the three islands. All three islands are extremely important to us,” he said.

The commercial director said “Seybrew, the brewery and the beer is a genuine source of pride for the country”.

The Seychelles Breweries company is a multi-national company, run mostly by Seychellois and produced only for domestic consumption. It is also a company in which the Seychelles Pension Fund is one of the biggest shareholders.

Mr Belle noted that almost all Seychellois are proud of Seybrew with its iconic green returnable glass bottle.

The limited edition labels will run in parallel with the original logo and consumers will have the opportunity to buy to their preference.

On Mahé the new labels were unveiled by Mr Arnephie and Mr Belle.

Through these labels Seychelles Breweries wanted to pay homage not just to its 50 years of existence but also to the country which allowed for the right environment to thrive.

“I think the labels have captured this very well,” Mr Belle said.

The commercial director took the opportunity to thank all of the SBL staff, stakeholders and customers who have made Seybrew a reality.

During the unveiling ceremony on Praslin Mr Ross was assisted by Tasha-Lee Richemond, business development representative for Praslin and La Digue.

The invitees included mainly Seybrew distributors on Praslin, Seybrew staff, several retail shop owners and long time fans.

Clearly, their favourite label what that of Praslin and we had the views of two attendees.

Flosianna Marie, retail shop owner of Anse Boudin, said: “The labels are very nice and reflective of the three main islands. Of course I am especially attracted to the Praslin one with the Coco de Mer, Black Parrot and Vallée De Mai.”

Vincent Cedras, liaison officer for Praslin, said: “The labels show the great improvement that Seybrew has made. I particularly appreciate the ‘Praslin’ one as it showcases all that people come to Praslin to see.”

A total of 2.4 million labels have been printed and this is expected to last for some three months.

Reported by Marla Simeon (Mahé) and Nadia Bedier (Praslin/La Digue)

Photos: Joena Meme (Mahé) and Romano Laurence (Praslin)