A genuine Heineken icon(e)
for France
Bralirwa rolls out 33cl
Primus bottle in Rwanda
World of Heineken 37 - Winter 2007/2008
Primus is now available in a new compact
format, the 33cl Ntoya bottle for the first
time since the brand's inauguration in
Rwanda in 1959.
Primus has been sold in the 72cl glass
bottle for nearly 50 years. The introduction
of the Ntoya (which translates as "small")
makes it a revolution for the Rwandan
operating company's flagship brand.
The introduction of the new packaging
format is both a response to consumer
trends and part of Bralirwa's continuing
strategy to increase the brand's volumes
and market share, says Door Plantenga,
Managing Director at Bralirwa.
Initial incremental volumes increased by
10 per cent following a successful eight-
week promotion period last summer. The
brand's market share of the Rwandan beer
market also increased to nearly 50 per
cent.
Julius.Kayoboke@Heineken.com
One of the company's most recent
packaging innovations is the Icone, the
follow-up to the aluminium Paco bottle.
First launched on the French market in
2006, this sleek, cone-shaped bottle is
making a name for itself at some of the
country's hippest, high-end bars and clubs.
"The Icone is truly a one of a kind, as
both the shape and decoration of the
bottle have been exclusively designed for
Heineken by world renowned designer
Ora Ito," says Fabrice Herlax, Marketing
Manager at Heineken in France. "Available
in only the trendiest outlets, the Icone has
become a symbol of the premium status of
Heineken, the embodiment of everything
the brand can and dares to be."
Heineken has always been the industry
front-runner when it comes to the design
of cutting-edge packaging. The keg-shaped
Heineken identity can, the giant 3-litre
Jeroboam and the Paco are just a few of the
growing list of groundbreaking Heineken
products that are revolutionising the way
people enjoy beer.
fabrice.herlax@heineken.fr
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