Ethiopia: Heineken launches Ethiopia’s first non-alcoholic beer

Heineken Breweries S.c. launches Buckler, its first non alcoholic beer in Ethiopia, 2Merkato.com reported on May 29.

Buckler 0.0% alcohol, as the label indicates, is brewed at Harar Brewery and will initially be available in Harar, Dire Dawa, and Addis Ababa.

The decision to launch a non-alcoholic beer, which is the first of its kind in Ethiopia, is based on the understanding that there are consumers who like the natural taste of beer but do not want to consume alcohol or do not want to consume alcohol at times when alcohol consumption is inappropriate. This gives Heineken Breweries S.c. the opportunity to excite its consumers with new and unique choices. The recommend retail price of Buckler 0.0% is 13 Ethiopian Birr and it will be available in major retail outlets.

Heineken has a long history with Africa. Already in 1900 Heineken was exporting beer to various African countries (Ghana, Nigeria, Liberia and Sierra Leone). The first brewery in DRC was established in 1923. For many years the business expanded across the continent and in 2011 the acquisition of Harar and Bedele Breweries in Ethiopia was made. In August 2014, the new Greenfield brewery in Kilinto, Addis Ababa became operational. Heineken Ethiopia's key brands are Walia, Bedele Special, Bedele Regular, Harar, Hakim Stout, and Sofi Malt.

03 June, 2015