Bralirwa bows down to new competition in beverage industry

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Jonathan Hall, Managing Director, Bralirwa Ltd(Left) and Sander Bokelman, Technical Director cutting the tape at the launch of the  PET bottled soft drinks  at the Beverage’s’ head office in Kigali.

Jonathan Hall, Managing Director, Bralirwa Ltd(Left) and Sander Bokelman, Technical Director cutting the tape at the launch of the PET bottled soft drinks at the Beverage’s’ head office in Kigali.

The country’s largest beverage producer, Bralirwa has introduced its soft drinks bottled in Polyethylene Terephthalate (PET), a move that now positions it to the new wave of competition within the beverage sector.

Accordingly, the bottled soft drinks will enable the company tap into the market segment that has been craving for convenient ‘on the go’ soft drinks currently dominated by its competitors with bottled juices.

“This investment made in PET shows the clear commitment of Bralirwa LTD in putting the consumer at the center of our thinking and our ambition to address evolving consumer needs, in this case, convenience,” said Jonathan Hall, Managing Director of Bralirwa.

While speaking at the launch of the bottled soft drinks on Friday, Hall is optimistic the innovation will create substantial additional business opportunity for Bralirwa as well as of its business partners while also helping the country to stop importing PET soft drinks.

“We have the glass bottling line which we invested in 2013 with state of the art technology and now we have added a new line of bottled line, and this is a huge success for us,” he added.

Bralirwa which is also the country’s largest brewer by both assets and market share was only producing glass bottled soft drinks of 30cl under the license of Coca Cola for the last 41 years.

This according to sector experts saw it losing part of the share to PET drinks from Uganda, Azam PET bottled drinks from Tanzania as well as local juice manufacturers which threatened its soft drinks market.

“We believe this will also provide additional sales since it will cater for different occasions,” said Sander Bokelman, Technical Director at Bralirwa.

 The company says the PET bottles will be available in Fanta Orange, citron fiesta Sprite Coca Cola, Coke Zero and Vital’o in different bottle sizes of 30cl, 50cl and 1.5 cl. The 30cl bottle will be sold at rwf400, 50cl for rwf 600 and 1.5 liter for rwf 1500.

Jonathan Hall, Managing Director, Bralirwa Ltd(Left) and Sander Bokelman, Technical Director cutting the tape at the launch of the  PET bottled soft drinks  at the Beverage’s’ head office in Kigali.

The new line of the  PET bottled  soft drinks after it was officially launched   on Friday.

The new line of the  PET bottled  soft drinks after it was officially launched   on Friday.

The new line of the PET bottled soft drinks after it was officially launched on Friday.

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Olive Ndaka is the Junior Editor for RwandaEye. An investor and young entrepreneur, she is a quick learner and has contributed many articles for RwandaEye in Kinyarwanda.

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