The management of Bralirwa, Rwanda’s sole brewery, last week decided to change the label of its oldest beer product, Primus, marking the product’s 50 years of existence.

At the launch of the new primus’ label, the company’s Commercial Director, Alexander Koch, said that starting with this month (May) to the end of this year, all primus bottles will be displayed with a special 50 years anniversary label.

"By celebrating this, the company is also launching a national wide campaign under the crown ‘Consumer Promotion’.” 

Management said that from May to June this year, special crowns with "50 Guma Guma” will be printed on the inside all primus bottle tops. This will enable consumers to obtain a tombola (raffle) ticket at several centres.  

"We are organising road shows that will start from May 15, 2009 to August 22, 2009. By the end of the road shows, primus consumers will be given prizes which include; phones, television screens, solar lamps and a grand prize of a Toyota Hilux Pick-up,” the Commercial Director said.

Bralirwa, which management said earned about Rwf 6 billion in profits last year, also invested $1 million (Rwf570 million) in the campaign. The primus beer alone contributed 30 percent of the company’s revenue growth last year. 

Bralirwa is controlled by Heineken Group, a Dutch beer maker which holds 70 percent and the government of Rwanda has a shareholding of 30 percent.

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