Ethiopia: Heineken launches Walia Radler beer

Heineken Brewery Share Company has introduced a new beer to Ethiopia’s market. The new beer is dubbed Walia Radler and has 2.5 percent alcohol content, 2merkato reported on June 19.

The launch came a week after BGI Ethiopia disclosed it intends to introduce Beaufort beer.

Walia’s new brand is a blend of lemon and regular beer giving it distinctive taste from other beers in the market. It is also the second brand Heineken introduced to the Ethiopian market this fiscal year, the first one being Heineken Beer.

The history of radler beer dates back to the early years of 20th century. It is believed to be first introduced in Germany.

“This fusion is made for the consumer who would like to experience the exploding taste of lemon in beer,” the manufacturers explained.

It was after acquiring Harar and Bedele breweries that Heineken established itself in the Ethiopian market. Currently there are 7 breweries operating in Ethiopia with an annual production capacity of 12 million hectolitres.

Back in 2013 the per capita beer consumption in Ethiopia stood at 5 litres while latest reports show it now has reached 10 litres.

BGI takes the biggest market share, 38 percent, while Heineken stands second with a 30 percent market share.