HEINEKEN Introduces Malt-based Energy Drink to Ethiopian Market

ADDIS ABABA – The brewery giant HEINEKEN Ethiopia has officially unveiled a non-alcoholic Energy drink, dubbed Bertat, to the local Market in a ceremony attended by Hubert Eze, Managing Director of Heineken, today. 

The growing consumer demand for healthier products makes Heineken Ethiopia introduce Bertat in a returnable glass bottle, HEINEKEN Ethiopia said.  The new product will be packaged using Glass that is 100% recyclable, which has an infinite renewal cycle. 

The energy malt drink, the brewery firm said,  “is a proven concept and recipe that has already been successfully launched” in other African markets in recent years.

“HEINEKEN Ethiopia is a company known for launching innovations, it is in our company’s DNA,” said Fekadu Beshah, External Communications of the brewery’s Ethiopian branch, during the launching ceremony.  

“By introducing the first Malt-based energy drink, we are moving the (Fast-moving consumer goods) FMCG industry of Ethiopia another step closer towards meeting the needs of our consumers and customers,” Fekadu added.

Heineken joined the Ethiopian beer market in 2011, through the acquisition of two government-owned breweries operating in Ethiopia. 

Since then, the brand has been operating across three locations, one in the east Harar Region, the second in Bedele, in the west of Ethiopia, and the third in Addis Ababa. It also inaugurated its state-of-the-art brewery on the outskirts of Addis Ababa, at Kilinto in 2015.

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