BUSINESS STRATEGY

Heineken subsidiary in Rwanda invests $32m in new production capacity

By our African Marketing Confederation News Team | 2024

Bralirwa says it is developing the Rwandan beer market for sustainable growth and investing in digital technology and innovation.

Bralirwa, the subsidiary of the Heineken Company operating in Rwanda, recently opened a new US$32-million production line at its brewery in the Rubavu District in the west of the country.

VIP guests inaugurate the new production line.

Photo: Bralirwa

The beer and soft drinks manufacturer includes beer brands Heineken, Amstel Malt and Primus beers in its brand portfolio, as well as energy drink Cheetah. It also has a licence agreement with Coca-Cola.

Dutch-owned Heineken has a long-standing relationship with Bralirwa and has a 75% stake in the business, with the remaining 25% being listed on the Rwanda Stock Exchange.

According to a statement, the investment in the new production capacity is “in line with the company’s commitment to developing the Rwandan beer market for sustainable growth and proactively investing in digital technology and innovation to improve its operations”.

Speaking at the inauguration of the new facility, Etienne Saada, Managing Director of Bralirwa, said: “For the past 67 years, Bralirwa has continuously invested in innovation and growth with a clear goal to win the hearts of our customers.

Environment conducive to growth and prosperity

“This has been made possible by an environment conducive to growth and prosperity, as well as the commitment and dedication of our key stakeholders and employees.”

In the recent release of its financial results to 31 December 2023, the company acknowledged the importance of adapting to market dynamics and consumer preferences. while maintaining a strong commitment to sustainability and responsible business practices.

According to a report by market insights platform Global Data, Heineken recently agreed a deal to sell its interest in Champion Breweries, its Nigeria-based beer business, to EnjoyCorp, a local business that is building a portfolio of food, beverage and hospitality brands.

“Last year, Heineken was given the green light to take control of South Africa’s Distell Group and Namibia Breweries,” adds Global Data’s report.

“The move solidified Heineken’s position in southern Africa. Distell is a major player in ciders, flavoured alcoholic beverages, wines and spirits across the continent, while Namibia Breweries is the beer market leader in Namibia.”

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