HEINEKEN Introduces Malt-based Energy drink to Ethiopian market











Addis Ababa Ethiopia, June 21, 2022 – The brewery giant HEINEKEN Ethiopia today officially introduced its latest product, a non-alcoholic Energy drink “BERTAT” to the Ethiopian Market. at a colorful ceremony attended by Mr Hubert Eze, Managing Director of Heineken and other invited guests, the new nonalcoholic Energy drink was unveiled.

With the growing consumer demand for healthier products Heineken Ethiopia brings its malt based non-alcoholic energy drink BERTAT, the first Energy Drink Proposition in a returnable glass bottle for the local market. As the nutrients can be quickly absorbed and processed by the body, malt beverages make for an ideal source of energy for individuals performing any mental or physical activity, they can serve as a quick energy boost or recovery drink.

BERTAT delivers instant energy as a regular energy drink while providing the goodness of malt as well as nutritional benefits of vitamin B6 & B12 as an additional advantage. In addition, BERTAT will solves the barrier of energy drinks tasting artificial with its natural malt base while being refreshing with its accessible fruity flavor.

Bertat is a brand that represents the go-getters who pass any obstacle to achieve their goal in life while enjoying the journey.

HEINEKEN’s energy malt drink is a proven concept and recipe that has already been successfully launched in other African markets in recent years.

HEINEKEN’s new malt base energy drink will be packaged using Glass that is a 100% recyclable, which has an infinite renewal cycle. Thus, it can be recycled and reused countless times, reducing the impact on the environment.

During the launching ceremony Fekadu Beshah, External Communications Manager for HEINEKEN Ethiopia remarked that “HEINEKEN Ethiopia is a company known for launching innovations, it is in our company’s DNA. By introducing the 1st Malt based energy drink, we are moving the FMCG industry of Ethiopia another step closer towards meeting the needs of our consumers and customers.”

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, and the second in Bedele, in the west of Ethiopia, and the third at Addis Ababa, the capital city of Ethiopia. In 2015 Heineken inaugurated its latest state-of-the-art brewery and since then it has continued to expand and invest in the country.

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About HEINEKEN:

HEINEKEN is a proud, independent global brewer, committed to surprise and excite consumers with its brands and products everywhere. The brand that bears the founder’s family name – Heineken® – is available in almost every country on the globe and is the world’s most valuable international premium beer brand.

The Company’s aim is to be a leading brewer in each of the markets in which it operates and to have the world’s most valuable brand portfolio. HEINEKEN wants to win in all markets with Heineken® and with a full brand portfolio in markets of choice. The Company is present in over 70 countries and operates more than 165 breweries. HEINEKEN is Europe’s largest brewer and the world’s second largest by consolidated volume. HEINEKEN is committed to the responsible marketing and consumption of its more than 250 international premium, regional, local and specialty beers and ciders. These include Heineken®, Affligem, Amstel, Anchor, Biere Larue, Bintang, Birra Moretti, Cruzcampo, Desperados, Dos Equis, Foster’s, Newcastle Brown Ale, Ochota, Primus, Sagres, Sol, Star, Strongbow, Tecate, Tiger and Zywiec. Our leading joint venture brands include Crystal and Kingfisher. The number of people employed is over 81,000.

Most recent information is available on HEINEKEN’s website: www.theHEINEKENcompany.com and follow us via @HEINEKENCorp





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