Rwanda & Uganda: Mutzig beer sales in Uganda are at a good level

Rwanda Breweries and Soft Drink Manufacturer (Bralirwa) has announced that Mutzig beer is in abundant supply in Uganda's capital, Kampala, according to The New Times (Kigali), January 17. Bralirwa says that since Mutzig entered the Kampala market, much effort has been made to promote the brand.

Bralirwa, reacting to complaints they that have failed to promote the beer thus causing sales to slow, says that there is a consistent supply of the beer to carefully selected outlets. Distributors and retailers in Kampala also complained that Mutzig was unable to compete with other beer brands in Uganda.

Francis Rwego, Director of Commercial Connections in Uganda, claimed that Mutzig sales have not been good because of a failure to advertise the product yet there is 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 six crates which is few compared to other beer brands," Rwego earlier said.

They suggested that if the company is to expand, create customer loyalty and penetrate the market in Uganda then efforts in promotion are required. In an exclusive interview, Alexander P.J.L. Koch, the Commercial Director of Bralirwa at Kicukiro, Kigali, on January 15, said that there was maximum cooperation between the Bralirwa office in Kigali and the Managing Director in Kampala. He said his office provides marketing products such as glasses, fridges and posters and also training for sales representatives. Responding to criticism that the beer is only available in specific areas of Kampala, Koch said Bralirwa wants to develop sales of the brand slowly ensuring that they are sustainable.

He said their marketing strategy was reached after careful consideration of the market forces. The underlying goal is to create a sustainable market for Mutzig in Uganda.

18 January, 2008