DAR ES SALAAM, July 7 -- FOR sure, once upon a time, the Tanzanian beer drinker was a no-nonsense, bitter-beer loving, high- Alcohol by Volume (ABV) connoisseur.

But things are changing fast and it is not just the hops. Todays young urban consumers in Tanzania are trading in strong, bitter brews for smoother, lighter and lower alcohol alternatives.

If your uncles fridge still screams “serious beer for serious men,” your cousins probably chilling with a Silver lager, selfie in one hand and a sip-friendly bottle in the other.

Welcome to the new age of Tanzanian beer, where less is more and “lite” means both calories and attitude.

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