KBL targets the youth with their newly launched Apple made Tusker

KBL introduces a beer made from crushed apples; Tusker Premium Cider. The company is targeting the youth and the middle class party movers in the country.

Alcohol consumption in Kenya is growing at a very fast rate and brewers are launching cutting edge drinks to suit the expanding market. Just the other day Smirnoff Ice released their blue electric vodka that recorded relatively high sales and high consumption rate because of its berry taste.

EABL said its new products in Kenya, Uganda and Tanzania including Chrome, Ngule and Kibo registered the fastest sales in the year. Sales of renown drinks like Tusker Lager dropped in the period, signalling maturity after decades in the market.

The Tusker Cider is the first beer to be produced in the country and it’s sold in 500-mililitres bottles at a recommended retail price of Sh140.

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“Our ambition is to innovate constantly and at scale in order to address changing tastes and preference across a diverse category of consumers in the Kenyan market,” KBL’s managing director Jane Karuku said in a statement.

It marks the expansion of the flagship Tusker brand that includes Tusker Lager, Tusker Malt and Tusker Lite.

KBL’s marketing and innovations director Stephen O’Kelly said the new beer is aimed at millennials whose tastes are shaped by digital media and global travel.

“Tusker Premium Cider’s innovation is informed by positive socio-economic developments driving growth in the region, especially the emergence of millennials,” he said.

Last year, Tusker lifted East African Breweries Limited turnover by 11 percent. “East Africa’s performance, with volume and net sales up seven per cent and 11 cent respectively was driven by robust performances in both beer and spirits,” UK parent company Diageo said in a statement.

The figures showed a fast growth for EABL from the four per cent increase recorded in the six months to December 2013 when it registered Sh31.85 billion in net sales.

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