Eswatini Beverages has announced the introduction of Flying Fish as a fresh addition to its brand portfolio at the upcoming MTN Bushfire Festival 2026, signalling a bold response to evolving consumer tastes while reinforcing its long-standing partnership with one of the country’s most celebrated cultural events.
Speaking at the official launch, Country Director Doreen Tumureebire described the festival as more than just an entertainment platform, but a powerful movement that aligns closely with the company’s values.
“Bushfire is more than a festival. It is a movement, one that celebrates creativity, unity, and purpose. These are values that deeply resonate with us at Eswatini Beverages, which is why our partnership with Bushfire has endured over many years,” she said.
Tumureebire emphasized that the introduction of Flying Fish marks an exciting milestone for the company, as it continues to innovate and diversify its offerings to meet shifting consumer preferences. The brand, known for its light and refreshing character, is expected to appeal to a new generation of festival-goers seeking contemporary and flavour-forward experiences.
“In an exciting first for the festival, we are introducing Flying Fish as a brand-new addition to our Bushfire experience. It represents our response to evolving consumer tastes and offers a refreshing, contemporary choice for new moments of enjoyment,” she said.
The move forms part of Eswatini Beverages’ broader strategy to expand beyond traditional beer products, with a growing focus on inclusivity, moderation, and choice. Alongside Flying Fish, the company will once again showcase its established brands, Corona and Sibebe, both of which have become synonymous with celebration and connection at Bushfire.
Tumureebire noted that innovation remains at the heart of the company’s operations—not only in product development, but also in how it engages with consumers through large-scale experiences.
“We are proud to lead with meaningful, world-class consumer experiences through what we call our Mega Platforms, and the MTN Bushfire Festival stands as a flagship example. These platforms allow us to engage authentically, celebrate local talent, and create shared value with communities, creatives, and partners alike,” she said.
With a history spanning more than five decades, Eswatini Beverages continues to play a significant role in the country’s economic landscape. The company supports thousands of livelihoods across its value chain, from agriculture and packaging to distribution and retail, reinforcing the idea that its impact extends far beyond production.
“Beer is local. It is natural. And most importantly, it is inclusive. Through our value chain, we actively support local enterprises and livelihoods,” Tumureebire added.
She also highlighted the company’s ongoing efforts to safeguard both consumers and the economy through collaboration with government and industry stakeholders to combat illicit alcohol trade, an issue that continues to threaten legitimate businesses and public safety.
As MTN Bushfire 2026 approaches, Eswatini Beverages’ latest innovation is set to add a new dimension to the festival experience, blending culture, creativity, and modern consumer trends.
“At Eswatini Beverages, sustainability means building brands that endure, businesses that uplift, and partnerships that matter. We remain steadfast in our commitment to Eswatini; its people, its culture, and its future,” Tumureebire said.
With the addition of Flying Fish, festival-goers can expect a vibrant and refreshed experience, underscoring the company’s commitment to staying relevant while celebrating the spirit that makes Bushfire a globally recognised event.
