The Company has two production sites. Beer is produced in Gisenyi while sparkling beverages are produced in Kigali. To ensure consistent supply of products around the country, we have a strong distribution network that includes BRALIRWA-owned distribution centers (‘depots’), distributor-owned distribution centers (or warehouses), distributor-owned or independent sub-distribution centers and independent stock points.
Distribution of our products around the country is managed by both the Commercial and Logistics Departments, with Logistics handling internal distribution while the Commercial Department manages distribution to our customers and consumers. This solid and effective distribution system assures nationwide availability of products at recommended selling prices.
The Company’s sales territory is divided into the following three regions:
- Greater Kigali and GITARAMA Region;
- South-East region, including NYAGATARE, KIBUNGO, BUGESERA and BUTARE; and
- North-West region, including RUHENGERI, GISENYI, CYANGUNGU and KIBUYE.
Through these sales regions, our drinks are available across the country through established distributor networks with Kigali region taking the lion share in our sales followed by the North West and Southern region. About 5% our sales volume represents sales to neighbouring communities.
To guarantee good consumer experience, distributor management is prioritized given their key role in our route-to-market operation. Support is not only in day-to-day business operations like analyzing data, routings and costs, we also invest in long term support initiatives aimed at building professionalism.
For instance, we assist distributors in obtaining asset financing to purchase small trucks for transport and distribution of our products. Also, an existing bonus scheme stimulates distributors to continue improving by rewarding good performance.
Furthermore, BRALIRWA ensures that all its distributors meet set standards of service quality in product distribution and in overall management of their enterprises, as well as respect for the environment.
Through our sales representatives positioned in all strategic locations across Rwanda, we audit and support distributors and outlets on a regular basis to optimize and control consumer experience with our products.