If you had created your BRAM memory using the Block Memory Generator you would have gotten a simulation file that already has the data as a set of (I think) generics called INIT_x = xxxxxxxxxx...xxxxxxxxxxxxx that have the data you had read in from a .coe file when generating the core, otherwise you would use something similar to what is described
here, which looks like what you are doing with Altera already as it appears your intention is to infer your RAM.