Mazoe Loyalists Brush Off Carlsberg–Varun Threat to Iconic Crush

Zimbabweans remain loyal to Mazoe Crush despite a new Carlsberg–Varun partnership. Experts say the alliance focuses on beer, not soft drinks, leaving Mazoe’s dominance intact for now (image source)

HARARE — Zimbabweans from across the social spectrum have dismissed concerns that the newly announced strategic alliance between Denmark’s Carlsberg Group and India’s Varun Beverages Ltd will threaten Mazoe Crush, the beloved fruit drink produced by Schweppes Zimbabwe.

The debate erupted on social media after businessman Bla Bidza suggested the Carlsberg–Varun partnership could open the door for Robinsons, a British fruit-drink brand linked to Carlsberg Britvic, to enter Zimbabwe and challenge Mazoe’s century-old dominance. However, vendors, retailers and brand experts in Harare say Mazoe’s deep local loyalty, strong distribution network, and value-for-money perception make it a tough rival to unseat.

Industry insiders clarified that the Carlsberg–Varun deal is mainly a beer and distribution partnership for Africa, with Zimbabwe among the early rollout markets. Both companies have stated the collaboration will initially focus on alcoholic beverages, leaving the soft-drink sector untouched for now. While the alliance could eventually expand consumer options, analysts say it does not yet pose a direct threat to Mazoe’s market share.

Retailers note that Mazoe’s strength lies in its nationwide shelf presence and enduring ties with supermarkets, wholesalers and informal traders. Many consumers link the brand to cultural identity and nostalgia. “Mazoe isn’t just a drink — it’s part of our childhood,” said a Harare supermarket manager, echoing a widely shared sentiment among shoppers.

Experts, however, caution that international players could shift competition in the long run if they introduce aggressive pricing, innovative flavours, or strong marketing backed by global capital and logistics. Carlsberg and Varun’s combined reach could allow them to test premium or urban-focused products, but winning over mass-market consumers would require localised strategies that reflect Zimbabwe’s economic realities.

For now, Schweppes Zimbabwe remains confident in its brand equity and supply chain resilience. Market analysts expect the company to reinforce loyalty through product innovation, promotional campaigns, and retail partnerships. The consensus among observers is that competition will evolve gradually, with no immediate disruption to Mazoe’s dominance in the soft-drink market.

“Mazoe isn’t just a drink — it’s part of our childhood,” a Harare supermarket manager said.