KENYA – In a bid to fuel its next 100 years of growth, East African Breweries PLC (EABL), has broken ground for the construction of the new Ksh.1 billion (US$8.5m) microbrewery in Nairobi, Kenya.
Situated next to the Tusker brewery, it will be home for the company’s flagship beer, Tusker, bringing to life the Tusker experience and imprinting the brand in the hearts and minds of present and next generations.
The facility, expected to be opened by December, in time to celebrate the 100-year birthday of the business’ first brand, will serve as an innovation center for alcoholic and non-alcoholic beverages, providing an indispensable platform to nurture upcoming talent in brewing and liquid development in the region.
Group Chief Executive Officer and Managing Director Jane Karuku said, “Through this facility, EABL seeks to shape the future of the alcoholic beverage sector in the region through the development and release of craft and novelty beers.
“We will target our beer lovers, curious millennials and tourists who visit us; offering them exciting drink experiences that will demonstrate our mastery in beer brewing honed over the 100-year journey as they consume our products either on-site or through their preferred vendors.”
The modern unit will feature brewing facilities in which the end-to-end processing of products will take place; from production to packaging for in-bar consumption or shipping to partner outlets.
There will be a taste room where visitors will learn about and sample the various brews that we offer in a guided session led by sensory experts.
Also, there will be a taproom, consisting of a bar and restaurant, providing a unique, engaging customer experience with great food, drinks, and entertainment options.
Further bringing to life the customer experience, the microbrewery will have a flagship store that will be accessible to the public, functioning as a souvenir joint to allow consumers to purchase brands and branded merchandise.
The merchandise will largely be designed in collaboration with local artists and entrepreneurs.
“Our ambition is to have this facility join the league of top tourist attractions in Kenya; offering a world-class brewery visitor experience that has never been seen before in the East and Central African region,” said Ms Karuku.
This is a similar concept adopted by the parent company, Diageo, at its old Guinness brewery in London, converting it into a micro-brewery.
The Kenyan microbrewery will provide an immersive experience into the century old journey of delighting consumers and shaping the alcoholic beverage landscape as it shall encompass the EABL journey at every touchpoint of the venue, stimulating local interaction and international awareness of the brand.
The beer maker has undertaken a raft of activities since the beginning of the year in celebration of its centenary anniversary to include adoption of new corporate logo for Kenya Breweries Limited and recently its Kshs 100 million (US$855,700) commitment to save elephants in the country.