Activists force beer giant to backtrack over Teddy Afro deal

Teddy Afro
Teddy Afro
Teddy Afro
Teddy Afro

Heineken Breweries, owner of the Bedele and Harar beer brands, has canceled its sponsorship contract with the renowned singer Tewodros Kassahun, a.k.a. Teddy Afro.

The contract agreement was signed on December 20 to conduct a year-long musical event entitled “Journey to Love”, which was scheduled to take place in different cities in the country.

On its website Heineken Breweries announced, “On 20 December 2013, HEINEKEN Ethiopia announced a sponsorship agreement between the Bedele Special brand and the Ethiopian artist Teddy Afro. HEINEKEN Ethiopia regrets that they will disappoint those who were looking forward to the concert tour; however it has been decided not to pursue the sponsorship of the concert tour.”

After the sponsorship was signed Oromo activists across the globe organized a “Boycott Bedele” campaign through social media such as Twitter and Facebook.

The viral online campaign which went by the hashtag #BoycottBedele asked beer drinkers to ditch Bedele products.

The activists launched the campaign after Teddy’s interview with the bi-monthly Amharic magazine Enqu, in which he was quoted as saying Menelik’s expansion was a ‘holy war’.

The manager of the singer told The Reporter, “By now we cannot make any comment about the issue, but we will do very soon.”

Neamin Ashenafi – The Reporter Ethiopia