Focus Media (Kigali)
Timothy Kisambira
10 January 2009
Drinks producer Bralirwa last week introduced a new brand of the Coca-Cola Company on the local market.
Bralirwa director Door Plantenga goes for some energy. (photo Timothy Kisambira)
Burn, an energy drink, is the latest addition to the Coca-Cola products already on the market, which are Coca-Cola, Sprite, Krest Tonic as well as Fanta Citron and Orange. Contrary to those, however, Burn will not be produced under license in Rwanda, but will be imported from South Africa.
The new brand is being introduced in Rwanda to meet a specific market demand said Bralirwa's commercial director Alexander Koch. "The Rwandan beverage market has been growing and developed fast, and has a lot of opportunities. We carried out market research and discovered that there is indeed a demand for this kind of drink."
He added that the launch was part of the Coca-Cola Company and Bralirwa's strategy to have an optimized portfolio of products to meet the developing market demand, taking cognizance of the growing varied needs of their consumers.
Burn, which is already consumed in about 60 countries worldwide, targets an audience of people who want to have fun and stay alert for life's excitement.
"Catering to a trend-setting audience, the drink represents a common ground among people searching for the next party or happening," Koch explained.
Burn, which was launched under the slogan Can you feel the heat?, will be available through usual commercial channels.
MORE NEWS FROM THIS SECTION
Engen back in Rwanda -- Created on 30/11/08
Kenya Commercial Bank comes to Rwanda -- Created on 12/11/08
Yello fever hits one million -- Created on 12/11/08
Peel off your clothes -- Created on 27/10/08
First private container depot operational -- Created on 21/10/08
Be the first to Write a Comment!
Copyright © 2009 Focus Media. All rights reserved. Distributed by AllAfrica Global Media (allAfrica.com). To contact the copyright holder directly for corrections — or for permission to republish or make other authorized use of this material, click here.
AllAfrica aggregates and indexes content from over 125 African news organizations, plus more than 200 other sources, who are responsible for their own reporting and views. Articles and commentaries that identify allAfrica.com as the publisher are produced or commissioned by AllAfrica.
