Bralirwa, the country’s sole beer manufacturer, yesterday launched festivities to mark 50 years of one of its beer brands, Primus. The ceremony to launch the celebrations was held at the company’s headquarters in Kicukiro.
It will feature 37 road shows across the country under the theme; ‘50 Guma Guma, Yacu Iwacu Pe!’ to emphasise how the Primus brand is growing younger 50 years later, after its introduction took place Thursday.
Addressing members of the press at the launch, Bralirwa’s Commercial Manager Alexander Koch said that the activities which will span over a period of 4 months ,will kick off on May 1 (yesterday) until August 22 when the final event is expected to take place at Amahoro National Stadium in Kigali.
“Special activities, including the biggest raffle draw in the region, will start today where Primus consumers will win amazing prizes including a brand new Toyota Hilux Pick-up, mobile phones and television screens among other prizes, but special among these are 2000 solar lighting systems we want to give away as a means of promoting a clean environment,” announced Koch.
The ‘Tombora’ promotion will also see lucky winners walk away with bicycles, while a search for talented musicians and dancers will be carried out, as well as other corporate social responsibilities including promoting education, health and other social welfare activities.
“The solar lamps we are giving away have been specially designed and produced for Primus by an award winning Dutch Company partly owned by Philips. These are the first lights in Africa and Rwanda in particular,” said Bralirwa’s marketing manager, Fred Nyangenzi.
The road shows will include musical performances from local and regional artists including Rafiki Mazimpaka, Chameleone and Blu 3 from Uganda who will be promoting Primus a beer first produced in 1959.
The Primus bottle has also been adorned with a new label with ‘50’ in that will run until the end of December 2009 to mark 50 years.
“This is one way for us to return to our loyal customers and for this we have invested over US $1m so that our customers can enjoy some of the capital they have invested in us,” said Koch.
BRALIRWA earned about Rwf 6bn last year in profits and is one of the highest tax payers. It is partly owned by the Dutch based Heineken which holds stakes in breweries in many African countries and is also licensed to produce Coca Cola brands such as Fanta, Sprite, Krest, Tonic and Burn, an energy drink launched in Rwanda in December 2008.