KENYA – Tycoon businessman Humphrey Kariuki has started production of whisky at his Thika-based alcohol manufacturing plant.
Africa Spirits Limited (ASL) Thursday unveiled Glen Rock, a blended whisky brand targeting the growing mid-level market consumers.
The manufacturer said the whisky has been formulated under a joint venture with European-based Master Blender.
ASL head of marketing Nyawira Kariuki said the launch of the whisky brand follows a two-year product development plan.
“Glen Rock whisky targets the middle-market customers who are trading up to whisky and are looking to upscale their choices with a great tasting, quality drink,” said ASL in a statement.
Mr Kariuki is a wealthy businessman with a wide portfolio of investments.
Besides ASL, he has ownership interests in WOW Beverages, Dalbit Petroleum, The Hub Karen, Mount Kenya Safari Club and Great Lakes Africa Energy among others.
Glen Rock whisky forms part of ASL’s market penetration strategy, targeting to meet the growing whisky market demand. ASL, which was established in 2004, is the producer of other alcoholic beverages including Brandy, Gin and Vodka.
Products in these beverage segments include Legend Gold Brandy, Blue Moon Vodka flavours (Apple, Mango and Ginger), Gypsy King Gin and the Furaha Range.
In July, the Kenya Wine Agencies launched the Viceroy 10, a limited edition vintage brandy that is double distilled and matured in French oak barrels for 10 years.
Last year, KWAL released a limited edition of Booker’s Rye whiskey that had been aged for 13 years, unlike other whiskeys that are aged for six to eight years.
ASL uses non-refillable caps, a safety measure that ensures the integrity of its products that has now become an industry standard. The company introduced the non-refillable caps on its products in 2014.