Heineken Sells Its Operations in DRC but Retains Its Brands Through Licensing
Heineken has announced the sale of its stake in Bralima, its operating company in the Democratic Republic of Congo, to ELNA Holdings Ltd. However, the Dutch group will retain ownership of its brands through long-term licensing agreements.
Complete Transfer of Ownership to ELNA Holdings Ltd
Heineken has sold its entire stake in Brasseries, Limonaderies et Malteries S.A. (Bralima) to ELNA Holdings Ltd, a company based in Mauritius. The new owner assumes full responsibility for Bralima's operations, including production, distribution, employee management, and local stakeholder relations. Founded in 1923, Bralima operates three breweries in Kinshasa, Kisangani, and Lubumbashi and employs about 731 people. These facilities will continue to operate after the transaction is completed.
Heineken Retains Brand Ownership and Presence in DRC
Heineken retains ownership of its global and regional brands and will remain present in the DRC through long-term brand licensing agreements. These agreements ensure the continued production, marketing, and distribution of Heineken, Primus, Turbo King, Legend, and Mützig brands in the Congolese market. The Dutch group thus continues to benefit from the presence of its brand portfolios in the country without directly managing operations.
Transaction Part of Heineken's EverGreen 2030 Strategy
This transaction is part of Heineken's EverGreen 2030 strategy, which includes active portfolio management and continuous optimization of its operational footprint in global markets. The sale reflects the group's shift towards a lighter asset operating model in selected markets. Guillaume Duverdier, President of the Africa Middle East region for Heineken NV, stated that this move allows Bralima to continue its activities under a locally anchored model, while ensuring the availability of the group's brands for consumers across the country.
