SBL is the second largest beer company in Tanzania, with its own brands accounting for 15% of the market by volume and when combined with EABL's portfolio, accounts for approximately 28% of the Tanzanian branded beer sector.
The company was incorporated in 1988 as Associated Breweries Limited and changed its name to Serengeti Breweries Limited in 2002. SBL's headquarters are in Dar Es Salaam, Tanzania. The previous owners and management of SBL acquired the company in 2002 and commenced on a strategy of rapid expansion which has resulted in outstanding growth.

EABL acquired 51% of the issued share capital of SBL in October 2010. At present, SBL has three operating plants spread out across the country; the Dar Es Salaam plant has a production capacity of 350,000 HL, the Mwanza plant a capacity of 650,000 HL while the state-of-the-art brewery in Moshi which was commissioned in January 2012 has a production capacity of 500,000 HL expandable to 800,000 HL.

Since the creation of SBL in 2002, the business has grown from strength to strength and the acquisition by EABL has seen increased investment in further growth leading to greater job opportunities for the people of Tanzania. Key Brands include: its flagship brand - Serengeti Premium Lager, Tusker Lager, Tusker Malt Lager, Uhuru Peak Lager, Guinness stout, The Kick Lager, Malta Guinness, Johnnie Walker Whisky, Smirnoff Vodka, Gilbey's Gin, Richot Brandy, Bond 7 Whiskey and Baileys Irish Cream.