KENYA – Heineken East Africa has announced the launch of premium beer brand Amstel into the Kenyan market.
Speaking at the launch event in Nairobi, Heineken East Africa General Manager Uche Unigwe said the introduction of Amstel was advised by the growing demand by Kenyans for a different brand of quality beer in the market.
“The decision to introduce Amstel into the Kenyan market is informed by our research that shows our target consumer enjoys a classier lifestyle in their everyday pursuit of attainable luxuries”.
“This provided a great opportunity for us to expand our portfolio of products thus we brought in Amstel to meet this demand”, he said.
Uche noted “Premium domestic beer drinkers now have the option of socializing without sacrifice with a beer that instils the confidence of a premium brand choice without losing taste or image.”
“We want consumers to question their relationship with their current domestic beer and we are confident they will ‘succumb to the aaah taste’ once they’ve experienced Amstel” said Uche.
He further noted taste tests show that Amstel generates a positive response among consumers.
“Consumers prefer Amstel beer for its refreshing taste and many will consider Amstel as their beer of choice for a wide variety of occasions, including after sports, brunch, corporate events and social gatherings.”
This launch brings the third major brand into the Heineken East Africa stable after Heineken and Desperados, increasing its brand touch points through an amazing repertoire of quality crafted international premium beers.
“This entry by Amstel will add momentum in transforming Heineken East Africa’s existing business across the country by extending its footprint, increasing scale and further strengthening its brand portfolio,” said Njeri Mburu, Marketing Manager Heineken East Africa.
She added, “Amstel is a winning proposition for retailers and on-premise operators as it offers an imported alternative to their domestic premium beer selection.
Additionally, we are the official sponsors of the Europa League and we plan on bringing the momentum of the beautiful game to the region, as you are aware the Europa League is growing”, she added.
With a brand heritage that spans way over a century, Amstel aims to encourage consumers to enjoy their drink and at the same time advocates responsible drinking.
Amstel is available at retail outlets countrywide where Kenyans will get to experience it in a 330ml bottle and a 500ml can.