As competition in the brewery industry intensifies, Rwanda’s largest beer and soft drink maker, Bralirwa, has unveiled a new soda called ‘Fanta Fiesta’.

The new soft drink has the rich fruity taste of blackcurrant and it stands out with dark purple colour and a purple bottle top. This brings the Fanta flavours by Bralirwa to three including Fanta Orange and Fanta Citron.

Bralirwa’s Commercial Director, Alexander Koch said that the colour, the name, the flavour every details of Fanta Fiesta has been selected according to consumers’ preferences.

"Fanta Fiesta is now available everywhere in the country today (Thursday), the launch will be supported by an integrated marketing campaign with the tagline ‘Grab the new flava’ aimed at inviting consumers to just grab a bottle,” Koch revealed.

The new product will be available in the regular 3ocl Fanta bottles through usual commercial channels at a recommended retail price of Rwf250.

Koch said that the company has upgraded all Fanta products with an invested of above $2 million (Rwf1.2 billion).

The company also targets to increase its production by 7 percent to 1.35m hectolitres of beer and soft drinks from 1.25m in 2009.

Bralirwa’s introduction of Fanta Fiesta comes days after it immediate competitor  Brasserie des Mille Collines Ltd (BMC) announced that they will be launching five new different soft drinks by the end of this year.

BMC is the company that produces SKOL beer which according to management has already captured 15 percent market share barely five months after being on the market.

BRALIRWA is jointly owned by Heineken Company with a 70 percent shares and government with 30 percent.

Ends