Bralirwa has been celebrating 50 years of Primus in a spectacular fashion. The Primus brand, which is preferred by a majority of Rwandans, has passed through different times.

Primus remains the most popular beer in the country. (file photo)

The brand has evolved over the past fifteen years as the country's situation changed. "We have been changing our brands to reflect the country's way forward as well as listening to our customers' demands," said Alexander Koch, the commercial director of Bralirwa, during official celebrations last week.

For instance, the slogans changed from Gahuzamiryango; Dusangire ubuzima bwiza; Hehe n'inyota; to Primus Yacu Iwacu.

According to Koch, changes in brands have been demand-driven as indicated by the market research conducted by the company. "I think Primus brand is currently in good shape; six out of ten beers consumed are Primus," Koch pointed out.

He further said that consumption of Primus in the country depends on how people in a particular area perceive the brand.

Over the years, the Primus brand has contributed towards the socioeconomic development of Rwandans. For example, Bralirwa directly employs more than 6,000 workers while another 30,000 are indirectly employed.

Furthermore, the company uses some of the raw materials that are produced in Rwanda to make Primus. "Apart from malt, which does not exist in Rwanda, we locally buy maize and sugar that we use in brewing Primus, and this also benefits both farmers and commercial dealers," Koch pointed out.

On top of that Bralirwa has been one of the biggest taxpayers in the country, with US$ 65 million annually.

The company has also encaged inn corporate social responsibility, especially in education, health and environment. Bralirwa has build schools, for instance the Ramba secondary school in Western province; it has set up dispensaries for its employees and their families and has also constructed two water treatment plants both at its Gisenyi and Kigali plants.

During the celebrations, it was also announced that Bralirwa, in collaboration with the Heineken Africa fund, the ministry of health and textile factory UTEXIRWA, has embarked on a mosquito-net project which is worth more than US$500,000 and in which UTEXIRWA will manufacture the nets.

"The mosquito nets will be distributed with the help of the ministry of health, as they know areas that they are needed," Koch explained.