Billionaire Samuel Foyou’s brewery suspends staff over poor sales

Approximately 30 employees of Brasserie Samuel Foyou (Brasaf), the newest brewing company to open in Cameroon, were temporarily suspended from work on July 1, 2023. A briefing note signed on June 30, 2023, by Jacques Kammogne, the managing director of Brasaf, stated that the suspension was a result of the company’s challenges.

The management informed all Brasaf staff that the company is experiencing a decline in sales and production. However, measures are being taken to stabilize the company and restore growth as soon as possible. The affected employees will be gradually reassigned, according to the note.

The brewing company announced the decline in sales and production just one year after its launch in June 2022. These challenges arise three months after CEMAC competition authorities approved the sale of Guinness Cameroon’s assets to French group Castel.

The assets are now under the management of local market leader SABC, increasing its market share to more than 80 percent.

In the current local market landscape, Brasaf will face competition from well-established players, namely the dominant leader SABC and Union Camerounaise des Brasseries, whose products are gaining popularity among consumers.

Brasaf was established in 2014 by Foyou, who also owns a distillery (Fermencam). However, the company introduced its first products to the public in June 2022. Their beer, called “Slash,” contains 75-percent malt and 25-percent corn.

According to Brasaf, it stands out from others due to its quality and plastic packaging.

The company has also announced the upcoming launch of “Krystal Drink,” a range of carbonated beverages claimed to be low in sugar and gas, but it is not yet available in stores.