Dashen Breweries Share Company (DBSC) invites qualified national and international consulting firms to submit an Expression of Interest (EOI) for a Route-to-Market (RTM) Redesign and Implementation Project.
Description
DASHEN BREWERIES SHARE COMPANY (DBSC)
Date: July 15, 2026
Subject: Invitation for Expression of Interest (EOI) – Route-to-Market (RTM) Redesign and Implementation Consultancy
Dear Prospective Consultant,
Dashen Breweries Share Company (DBSC) cordially invites qualified and experienced international and national consulting firms to submit an Expression of Interest (EOI) for shortlisting and registration purposes. This EOI is for the provision of consultancy services related to our Route-to-Market (RTM) Redesign and Implementation Project, which is based on the findings of our recently completed Effective Distribution Study (EDS).
About Dashen Breweries Share Company
- Established Market Leader: DBSC is one of Ethiopia's leading brewery companies, having commenced operations in 2000.
- Production Capabilities: We operate two production facilities in Gondar and Debre Birhan, with a current capacity of 4.2 million hectoliters and plans to reach 5.6 million hectoliters by 2030.
- Extensive Network: DBSC employs approximately 1,100 people and distributes four brands across more than eight SKUs throughout Ethiopia.
- Quality Standards: We maintain internationally recognized management systems, including QMS, EMS, Occupational Health and Safety, and World Class Manufacturing practices.
Objective of the Assignment
The objective of this consultancy is to review, validate, and operationalize the findings of our recent EDS study. DBSC intends to develop an optimized RTM strategy and roadmap to improve:
- Distribution efficiency and route profitability.
- Market penetration and outlet coverage.
- Customer service levels and distributor effectiveness.
- Sales force productivity, overall cost efficiency, and commercial execution excellence.
Scope of Work
The consulting firm will support DBSC across six critical phases:
- Phase I – Review and Validation: Validate EDS findings, current distribution networks, and customer segmentation.
- Phase II – Current State Assessment: Assess network efficiency, territory maps, and distributor financial health.
- Phase III – RTM Redesign: Optimize distributor networks, redesign sales territories, and develop channel strategies.
- Phase IV – Financial Assessment: Conduct cost-to-serve analysis, route profitability, and build the business case.
- Phase V – Digital Enablement: Recommend Sales Force Automation, Distributor Management Systems, and KPI dashboards.
- Phase VI – Implementation Roadmap: Define quick wins, a 90-day action plan, a medium-term roadmap, and change management strategies.
Evaluation and Shortlisting Criteria
Expressions of interest will be evaluated based on the technical capabilities and relevant experience of the firms. Shortlisted firms will be invited to participate in the subsequent Request for Proposal (RFP) process.
| Evaluation Criteria | Maximum Points |
|
Relevant experience in beverage/food manufacturing and RTM, DMS, development, and excellence in commercial projects. |
25 |
|
Proven track record in RTM framework development with manufacturing, regional/multinational breweries, and FMCG (including case studies and references). |
20 |
|
Methodology quality, stakeholder facilitation skills, and data-driven approach. |
20 |
|
Cultural fit and ability to transfer knowledge to internal teams (Ethiopia/Africa experience). |
15 |
|
Team qualifications and structure. |
10 |
|
Flexibility of terms and conditions for project delivery. |
10 |
| Total Points | 100 |
Competitive Advantage: Additional consideration will be given to firms with demonstrated experience working alongside multinational breweries, global beverage companies, or leading FMCG organizations.
Submission Requirements
Interested firms are requested to submit an EOI containing the following documents:
- Company Information: Profile, certificate of incorporation, organizational structure, and employee count.
- Experience & Qualifications: RTM experience, FMCG/beverage sector history, a list of similar assignments over the last 10 years, and client references.
- Capability Statement: Summary of technical capabilities, geographical footprint, and the availability of key experts.
- Financial Information: Audited financial statements for the last three years (optional but preferred).
Submission Details
- Submission Email: asmamaw.g@dashenbeer.com
- Email Subject Line: EOI – Route-to-Market (RTM) Redesign and Implementation Consultancy
- Submission Deadline: July 30, 2026 (Late submissions may not be considered).
We look forward to receiving your expression of interest and potentially partnering with your firm to optimize our commercial distribution network.
Sincerely,
Procurement Department
Dashen Breweries Share Company (DBSC)
Addis Ababa, Ethiopia
Contact Email: asmamaw.g@dashenbeer.com
Tender details
- Deadline: 2026-07-30
- Publishing entity: Dashen Breweries S.C.
- Published: Jul 15, 2026
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Source
2merkato
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