Heineken breaks Côte d’Ivoire’s beer production monopoly

Just days after the conclusion of a gathering of 600 private equity leaders at Abidjan in Côte d’Ivoire,  a new brewery has been opened in Côte d’Ivoire to break the monopoly in beer production in the country.

The factory which cost 150 million euros is called Brassivoire. It was inaugurated in the presence of the country’s vice President Daniel Kablan Duncan and Prime Minister, Amadou Gon Coulibaly.

The brewery would use rice as well as malted barley in the brewing process.

According to the Chief Executive Officer of the factory, Jean-François van Boxmeer the construction of the new brewery puts the finishing touch to the Heineken Company’s entry into Côte d’Ivoire.

“It marks a major milestone in our regional strategy, showing that Africa is full of opportunities and very much part of the company’s future growth,” he said.

The Ultra-modern brewery is to compete with the French group beer, Castel which has dominated the industry in the country for fifty years.

The brewery in cooperation with the Franco-Japanese CFAO, specialized in distribution in Africa, and the Dutch brewery ,Heineken, Brassivoire; will produce 1.6 million liters per year, on a market of 2.7 million.

“It has been identified in Ivory Coast, a really interesting project, it is a project that will make the economy grow which is closer to the emergence day after day and a growth of around 8%, which is at the same time, enormous for a sub-Saharan economy,” said Marc Bandelier, Director General, CFAO Product and Consumption.

The Brassivoire employs 200 people and intends to offer consumers a beer of high quality which identifies with Ivorians.

“The name, the recipe, everything is really designed here, marked by the seal, the need, the desire to have a beer of emblematic country,” Bandelier added.

Valued at 35 billion euros, Heineken is the largest brewer in Europe and third in the world after SABMiller. Heineken produces and sells more than 200 brands of beer and employs 70,000 people in the world.