As Rwanda prepares to welcome the 18th edition of the Tour du Rwanda, local beverage firm BRALIRWA has announced it is once again taking a centre stage as one of the event’s longstanding partners — continuing a collaboration that has grown into a cornerstone of Rwanda’s cycling journey.
Over the years, BRALIRWA’s involvement in Tour du Rwanda has evolved beyond sponsorship, becoming an integral part of the race’s identity and fan experience, it affirmed.
For the 2026 edition, scheduled to take place from February 22 to March 1, the leading beverage company participates through its premium beer brand Amstel, which it said has long been a Gold Sponsor of the race for several consecutive years.
Amstel 100% PURE MALT: Celebrating performance and authenticity
The company stated that at the heart of BRALIRWA’s Tour du Rwanda engagement is Amstel 100% PURE MALT, a brand whose values of authenticity, craftsmanship, and consistency align naturally with the discipline and endurance of professional cycling.
As part of its sponsorship, Amstel will once again award the daily stage winners, a tradition that has become a defining moment of each racing day, celebrating excellence, resilience, and achievement on Rwanda’s demanding routes.
Beyond the competitive aspect, BRALIRWA continues to elevate the Tour du Rwanda experience for fans by hosting After-Race Experiences at stage finishes. These moments bring spectators together to celebrate the day’s racing, reinforcing Tour du Rwanda as not just a sporting competition, but a shared national celebration.
Bringing fans closer through the Tour du Rwanda Social Ride
In line with its commitment to shared moments and friendship, BRALIRWA—through Amstel—will actively participate in the Tour du Rwanda Social Ride, a unique experience allowing cycling enthusiasts to ride selected race routes ahead of the professional peloton, observed the company.
The Social Rides will take place on February 26 and March 1, 2026, with participants standing a chance to win exciting rewards. Across the two rides, four sports bicycles—two per ride—will be given away, alongside branded goodies and prizes, making the experience both inclusive and rewarding for cycling fans across the country.
Festival celebrations across Rwanda
BRALIRWA’s presence will further extend to the Tour du Rwanda Festivals, which will be hosted in four locations nationwide, including Kigali, Huye, Rubavu, and Musanze, the company indicated.
At each festival stop, Amstel will add to the excitement by giving away one sports bicycle per festival, reinforcing its support for grassroots cycling enthusiasm while celebrating the diverse communities that make Tour du Rwanda a truly national event.
Responsible celebration at the core
BRALIRWA stated that it continues to champion responsible consumption alongside celebration. Throughout Tour du Rwanda 2026, all Amstel engagements will strictly observe regulatory requirements and responsible drinking guidelines.
Alcoholic beverages are not for sale to persons under the age of 18 or to pregnant women, BRALIRWA reminded, adding that it consistently promotes the messages "Drink Responsibly” and "Don’t Drink and Drive,” underscoring its commitment to public safety and responsible enjoyment.
A Partnership rooted in community, sport, and responsibility
BRALIRWA’s partnership with Tour du Rwanda continues to blend world-class cycling, fan engagement, and responsible brand leadership—cementing Tour du Rwanda as a celebration that extends far beyond the race itself, as per the firm.