So, we’re pretty sure that by now, you’ve heard that Heineken NV has acquired more shares of BRANA, the brewer of our national pride, Prestige and other leading brands such Malta H and Guinness. BRANA also produces and bottles other well-known-and-sentimentally-haitian brands such as Toro, King Cola and Sources Crystal. They also produce Teem, 7up and Pepsi under license.
This comes at a time where there’s a lot of signs of Haiti being the apple of the eye of many foreign investors, where, perhaps Haiti is the new land of opportunity…Oh by the way (and this has nothing to do with our post today) the US is changing their slogan to “the United States of infinite possibilities”.
There are a lot of mixed feelings about the acquisition, but let us put you at ease with the idea, and show you how we see it. Mercedes Benz will always be German even if some of its cars are produced in Mexico. Budweiser will always be American even if a Belgian company owns it, and Prestige will always be THE Haitian beer even if produced by the third largest brewer in the world. This change will actually help propel Prestige onto another level. Sure, Prestige is already sold in certain states in the USA and Canada, but how proud would you feel if you found Prestige on a cruise ship, and in the most secluded of places!?
What we’re trying to say here is that Heineken NV making this move, the local market will surely benefit from it. For one, it means more jobs. I personally bet ya that within 2 years we will have at least 2 to 3 other local beers. How fun would that be to have the choice between 3 Haitian beers on a menu. I know that on a Monday night, I’d love a Prestige light. Okay, maybe two.
You see, the more there is demand for the beer, the more places the beer is sold, the more sustainable jobs here in Haiti there will be. Heineken is a pretty good example to follow when it comes to great Corporate Responsibility socially, environmentally and financially - and will continue on with BRANA's traditions. This opens up a world of possibilities.
Now, if you’re worried that by having a foreign shareholder means that Prestige will no longer be truly Haitian, you are surely mistaking. Prestige was born and raised in Haiti. Prestige belongs to us. It belongs to you. It belongs to me. It is us, consumers, who are the true owners of Prestige and it will belong to generations to come.
Kenbe Prestige ou!
Btw, Heineken NV is a publically traded company. Hint hint…You might want to buy a few shares yourself. ;)