Addis Ababa, Ethiopia (29 Jun 2022)
HEINEKEN Ethiopia, a branch of one of the largest breweries in the world, ceremoniously unveiled a non-alcoholic energy drink, “BERTAT,” to the Ethiopian market on June 27. The launching event was attended by Hubert Eze, the managing director of Heineken, among many other invitees.
The company introduced Bertat in response to the rising public demand for healthier products. The drink is, in a way, a compromise between the malt-based beverage “Nigus” and the energy drink “Predator” which were both released within the past two years and are bound to be major competitors to it. Bertat delivers instant energy as a regular energy drink while providing the goodness of malt and the nutritional benefits of vitamin B6 & B12 that come with it.
A distinctive feature can be that it is the first energy drink proposition in a recyclable glass bottle for the local market. The new product will be packaged in glass that is 100 percent recyclable and has an infinite renewal cycle, thereby reducing its impact on the surrounding. The recipe for the drink has been tried in various other African countries and has proven to be a success.
Established in 1864, Heineken has a footprint in over 70 countries with most of its sales generated in the US. The company entered the Ethiopian beer industry in 2011 by purchasing two breweries that were previously held by the Ethiopian government. Since then, the brand has been active in three different regions of Ethiopia: the capital city of Addis Ababa, Bedele in the west region, and the east Harar Region. Heineken opened its most modern brewery in 2015, and ever since, the company has kept growing and investing in the nation.
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