Bralirwa reduced the prices of Heineken beer and rebranded its bottles on account of improved pricing conditions by Heineken Company, which owns 75 percent shares in Rwanda’s largest brewery by market share.

Bralirwa said, yesterday, that Heineken Company had decided to reduce the Heineken beer price to Rwf18,000 per crate from Rwf25,700 on the retail market as the Dutch brewer plans to strengthen the brand’s position on the international market.

Bralirwa manufactures Heineken beer through a licensing agreement with Heineken Company.

The move is expected to trickle down the benefits to the final consumer as a bottle of Heineken beer drops from Rwf1,200 to Rwf1,000.

The Heineken Brand Manager at Bralirwa, Jean Pierre Uwizeye, said that the price reduction is aimed at providing quality distinction to the beer and make it more attractive to customers.

"Heineken is adding enormous competitive advantage to its brand in general to satisfy its loyal customers in Rwanda,” he said, adding that, "We have also introduced a new bottle, which is curve shaped and embossed on the neck and back to improve its authenticity and class.”

"The unique quality additions to Heineken will make it even more attractive to our consumers and increase market demand,” he added.

Although its prices significantly reduced, Heineken remains the most expensive beer on the Rwandan market, with Petit Primus the cheapest at Rwf300.

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