By Our Reporter
For weeks, one question has been circulating across social media, WhatsApp groups and casual conversations: Why has everyone suddenly been talking about *mitishamba?
Some thought it was a new medicine. Others suspected a film or entertainment campaign. Many simply did not know what was behind the growing conversation.
The answer is now out.
Serengeti Breweries Limited (SBL) has launched ORIJIN, an alcoholic beverage inspired by African herbs, roots and fruits that have long been part of traditional culture and everyday conversations in Tanzania.
The launch follows weeks of activity under the “ORIJINO MITISHAMBA” campaign, which encouraged people to share memories, experiences and stories associated with traditional herbs.
Some participants recalled stories told by their grandparents, while others debated the herbs they knew and their traditional uses.
What appeared to be a growing social conversation was, in fact, building anticipation for the launch of ORIJIN.
The new drink brings together the familiar bitter and sweet character associated with herbal beverages with a contemporary format. It is produced by SBL under Diageo standards and is available in two variants: ORIJIN Ready-to-Drink (RTD) and ORIJIN Bitters, targeting consumers who prefer a sweeter drink with a bitter finish.
Dar es Salaam hosted the launch, bringing together media representatives, content creators and industry partners who had an opportunity to taste ORIJIN for the first time.
Some guests said its taste reminded them of traditional beverages, while others viewed its modern presentation as a fresh interpretation of familiar African flavours.
For SBL, the product is positioned as more than a new alcoholic beverage. It is intended to draw on African cultural heritage and translate the character of traditional herbs into a modern drinking experience.
With ORIJIN now available in the market, the campaign that began with a simple question has reached its answer.
The question now is whether consumers will embrace the new taste inspired by Africa’s herbal tradition.
