Of all possible things to use as a symbol of liberty, beer seems like an unlikely candidate, but that is the case for the citizens of Juba in southern Sudan. Sudan is infamously known for the genocide occurring in Darfur (western Sudan), but also has a longer standing war between the northern and southern regions of the country. An armistice between the one feuding regions is entering the fourth year of peace this year and the mostly Christian southern region is beginning to take advantage of its peaceful break with the Islamic north in the form of their own beer.
The production of beer is just another step in the rebuilding of southern Sudan, which is in the process of building infrastructure, schools, and hospitals. The souther Sudanese have also enhanced the split with the north by adopting English as its official language and ridding its region of Islamic banking. The construction of a beer factory is a way for the south to assert its autonomy and freedom.
Southern Sudan is an appealing market for SABMiller, which is the world’s second biggest brewer and Africa’s largest. While western markets are already saturated and struggling, Sudan represents a new market for the brewer. The workers of the free region of Sudan have extra money to spend on leisure items which includes alcohol. There is, however, a downside to placing a beer manufacturing plant in Juba. The south suffers from extremely poor roads and very little of the materials needed for production come from Sudan (most of the supplies come from Kenya and Uganda). The electrical grid and water supply are also obstacles that could potentially stand in the way of a successful operation in Sudan.
Ultimately the freedom to drink beer has its pros and cons. The southern Sudanese are exploring their newly found freedom as they co-habitate peacefully with their Islamic countrymen and beer represents a victory in their struggle. The ability to enjoy a beer represents a sign of normal living but alcohol has its dark side as well. The abuse of alcohol is already showing up in Sudan as irresponsible and underage drinking are becoming problems. Either way it can make one think twice the next time they relax with a cold one.
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