Heineken’s Bralima launches Primus Radler
That’s a new one to us: comparing a Radler to champagne. But this is Heineken’s marketing twist in the Democratic Republic of Congo (DRC). At the end of April 2013, the country’s beer market leader Bralima launched Primus Radler in the capital of Kinshasa. The 2 percent ABV Primus Radler made with lemon juice has been likened to a “véritable champagne congolais” – albeit packaged in what looks suspiciously like a 0.62 litre beer bottle.
Dutch brewer Heineken has been active in the DRC since the 1950s and purchased a majority share in Bralima in the late 1980s.
This year Bralima celebrates its 90th anniversary. This is no small feat, given that it was only in February 2013 that eleven African countries signed a peace treaty aimed at ending decades of conflict in the DRC (formerly called Zaire under its president Mobuto). The war, centred mainly in eastern Congo, had involved nine African nations and directly affected the lives of 50 million Congolese. The DRC is two thirds the size of western Europe and suffers from what is called the “resource curse”. Though enjoying great mineral wealth, the central government cannot control the borders with its nine neighbours. Much of the Congo’s coltan, a mineral used in computers and mobile phones, is illegally exported through Rwanda, while precious tropical hardwoods are siphoned off through Uganda, reports the BBC.
Despite the country’s myriad problems, beer consumption has risen in recent years to 4.6 million hl in 2011 says Heineken. Per capita consumption is 7 litres.
Heineken’s Bralima, which operates six breweries across the country, is the market leader with a share of reportedly 59 percent. Its sole competitor is France’s Castel Group.
On the occasion of Bralima’s 90 years in business, Heineken decided to launch several new products. Primus Radler is one of them, the others are “Primus Spécial 90 ans” and “Turbo King” in the bigger 0.62 litre bottle. The Primus beer brand is ranked as Africa’s number four beer brand and is sold in the DRC plus Rwanda, Congo and Burundi.
Congolese media report that the retail price for Turbo King and Primus Spécial are 1,100 FC (USD 1.20). Primus Radler is more expensive at 1,200 FC (USD 1.31) per bottle. It retails at about the same price as Primus lager, which seems to be in keeping with Heineken’s overall pricing policy for Radlers. Given the bottle’s size, the Primus Radler is obviously meant for sharing.
It’s hard to predict how the DRC’s consumers will take to the Radler. Will drinkers shy away from it because it does not render the same “bang for the buck” as does Primus lager? Or will they go for it because of its novelty value? Ultimately, it does not matter if it flies or bombs. Because who will ever find out?
Still, Heineken has high hopes for Radlers in Africa and plans to roll out several over the next few months. Siep Hiemstra, head of Heineken’s African operations, recently told media that beer consumption on the continent was still predominantly male, but Radlers could change women’s perceptions.
Pious hopes or wishful thinking?
