Rwanda’s Leading Brewery, Bralirwa, Gets New Boss

The Board of Directors of Bralirwa Plc has appointed a new Managing Director, Merid Demissie, who will replace Victor Madiela.

He will take over effective from January 1, 2019.

After leading the company through several years of sustained growth and development, the current Managing Director of Bralirwa Plc, Victor Madiela leaves two and a half years in light of having accepted a new position at Heineken – Bralima brewery in Kinshasa/DRC as Managing Director.

In this role,Demissie will be responsible for the expansion of leadership position in beer and soft drinks through a vibrant brand portfolio and an optimized route to market, while driving a lean cost base leading to an improved financial performance.

Demissie joins Bralirwa Plc from Heineken Ethiopia where he started in January 2014 as a Sales Director. During the past five years, he has successfully built a new Sales and Trade Marketing team, grew volume and nearly doubled market share in Africa’s most competitive market. With the company’s aim to become the undisputed number 1 in Ethiopia,Demissie’s success comes from his relentless focus on Excellent Outlet Execution (EOE), his vast experience on route to market and his motivational leadership style.

Prior to joining Heineken, Demissie started his career in the beverage world with Coca-Cola SABCO in Ethiopia in 1999 where he spent 7 years working in different positions in Sales & Marketing with growing responsibilities.

From 2007 till 2014, Demissie held several commercial regional roles in the Coca-Cola Central East and West Africa Business Unit.

Madiela has been the Managing Director of Bralirwa Plc, since September 2016.

He leveraged recent investments, implemented an ambitious cost-saving programme, introduced successful innovations (Primus Citron and Amstel 100% malt) and applied a more efficient route to market which all resulted in significant top line and bottom line growth.

Bralirwa’s leadership in the Rwandan beer market was significantly reinforced by an increasing market share.

Madiela has also led the preparation for the local production of Heineken in Rwanda which will take place end of 2018.

BRALIRWA Plc is a Rwandan company producing and selling beers and soft drinks, founded in 1957 with the construction of a brewery located in Gisenyi.

Since 1971, BRALIRWA Plc is a subsidiary of the Heineken Group, which holds 75% of the shares.

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