CÔTE D’IVOIRE – Heineken’s subsidiary Brassivoire has unveiled its latest product, Kunja, a ready-to-drink (RTD) cocktail inspired by Côte d’Ivoire’s traditional palm wine-based beverage, koundjadjo.
This new addition to the market is positioned as a modern, refreshing twist on a drink with deep cultural roots across West Africa.
Modern take on tradition
Koundjadjo, an artisanal flavored palm wine, holds a prominent place in the drinking culture of Côte d’Ivoire and neighboring countries such as Ghana, Togo, Cameroon, and Nigeria.
Known by various names, including gbêlê, fer, margué, akpê, and kpayôrô, this beverage is often associated with its potent effects and traditional herbal infusions.
Brassivoire’s Kunja aims to capture the essence of this heritage while appealing to contemporary consumers.
Kunja, which contains 5.8% alcohol by volume (ABV), is made with a mix of herbs, spices, and fruit flavors, marketed as “inspired by African plants.” Packaged in 500ml bottles and priced at FCFA500 (US$0.78), the drink is available in local bars (maquis), restaurants, and alcohol retailers.
Shaping a growing trend
The launch of Kunja points to a broader trend in African alcoholic beverages: the modernization and premiumization of traditional drinks.
By presenting koundjadjo in a more standardized, approachable format, Kunja aligns with evolving consumer preferences for authenticity and convenience.
This move mirrors similar category innovations in the region, such as Diageo’s Orijin bitters and Heineken’s non-alcoholic malted energy drink, Rhino.
Kunja, while categorized as an RTD cocktail, is positioned closer to energy drinks than conventional RTD spirits like Smirnoff Ice.
