Heineken Shifts to Brand-Licensing Model in Congo via Bralima Stake Sale
Heineken (HEIA.AS) divested its stake in Brasseries, Limonaderies et Malteries, or Bralima, as it pivots to a brand-licensing partnership to keep its presence in the Democratic Republic of Congo.The Dutch brewer said Friday it sold its interest in Bralima to Elna Holdings for an undisclosed amount. The Mauritius-based company will take full control of Bralima's operations, including production, distribution, workforce management and local stakeholder engagement.Established in 1923, Bralima manages three breweries in Kinshasa, Kisangani, and Lubumbashi. After the transaction is finalized, the business, which employs 731 people, will maintain operations at these locations.Meanwhile, through long-term licensing deals, Heineken ensures its brands, including Heineken, Primus, Turbo King, Legend and Mützig, will continue to be produced, marketed and distributed locally. The brewing company said the transaction is consistent with its EverGreen 2030 strategy, which prioritizes active portfolio management and continued refinement of its international operational footprint."This step allows [Bralima] to continue under a locally anchored model, while ensuring that our brands remain available to consumers across the country. It also reflects our move towards a more asset-light approach in selected markets," Guillaume Duverdier, Heineken's president for Africa and the Middle East region, said.By Friday midday, the Amsterdam-listed stock was 1% higher.