Rwanda’s leading beverage manufacturer, Bralirwa Plc, has announced a new price adjustment for a selection of its alcoholic products, citing increasing input and operational costs.
The changes, which took effect on June 1, 2025, apply to several of its most consumed beer brands, including Primus, Mutzig, Turbo King, Heineken, Amstel, Desperados, and Legend.
In an official letter addressed to distributors, Bralirwa’s Sales Director Fleury Sekiyuku and Finance Director Mustapha Gammar outlined the price changes, explaining that the move was necessary to sustain quality production and operational efficiency.
The company emphasized that the decision was not taken lightly but was driven by economic realities affecting the cost of production and logistics.
The new structure reflects updated wholesale and retail prices for various bottle sizes. For instance, the recommended retail price for a 50cl bottle of Turbo King is now RWF 1,150, while the 70cl Primus is priced at RWF 1,450.
The widely consumed Mutzig, in its 65cl bottle, now retails at RWF 1,550. Premium products like Desperados and Legend have also seen notable increases, with Legend’s 30cl bottle now recommended at RWF 2,600.
While the price hike affects many of Bralirwa’s beer offerings, the company reassured stakeholders that the prices of all soft drink products will remain unchanged.
“The prices of all other soft drink products remain unchanged. Recognizing the importance of affordability in maintaining consumer loyalty to our brands, the new price tariff will be displayed at all distributor selling points to ensure transparency,” the letter reads in part.
This move appears to be a balancing strategy aimed at retaining affordability for non-alcoholic consumers while adjusting prices where cost pressures are greatest.
To ensure transparency, Bralirwa noted that the revised prices would be displayed at all official distributor points.
The company expressed confidence in the continued support of its partners and reaffirmed its commitment to delivering high-quality beverages that meet both local and international standards.
As Rwanda’s largest brewer and a key player in the region’s beverage market, Bralirwa’s pricing decision is expected to shape pricing trends across the industry.
The company continues to leverage its partnership with global brand Heineken to offer a diverse range of products that reflect evolving market dynamics while aiming to maintain consumer trust.
