Distributors and retailers in Kampala have complained over Bralirwa’s failure to promote its petit Mutzig product, something they say has slowed sales of the brand.
They say that if the company is to expand, create customer loyalty and penetrate the market in Uganda then efforts in promotion are required.
Commercial Connections, former distributors of Mutzig Beer in Kampala, say they quit the business because it wasn’t sustainable without any marketing.
Francis Rwego, the director of Commercial Connections said Mutzig sales have not been good because of failure to advertise the product yet there’s stiff competition from East African Breweries products.
“No reasonable promotion has been done since the launch of Mutzig beer in Uganda. Last month we sold only 6 crates which are few compared to other beer brands.
You can’t even find literature about Mutzig in Kampala though nobody has complained about its quality,” said Richard Rwabogo, the Beverage Controller at Sheraton Hotel Kampala. Innocent Naiga, Operations Manager Blue Africa Restaurant and Bar, said, “Mutzig Beer is doing poorly compared to the other beer brands sold. This is not because the quality of the beer is poor but because there is no effort to promote it on the local market.
“This is a new brand like Tusker, but Tusker has taken over, and I feel this beer can compete favourably if it’s branded. The other advantage is that Rwanda has a reputation of manufacturing good beer,” he added.
An official from Great Lakes Distributors, a company that has since taken over the distribution of Mutzig beer in Kampala, blames Bralirwa for failing to honour their contractual obligations.
He said, “Bralirwa is not doing much to promote the beer yet in the agreement signed between the distributor and the company, responsibility falls on the manufacturing company to promote their product.”