KENYA – Kenya Breweries Limited (KBL), subsidiary of the East African Breweries Limited (EABL) has unveiled a new pack design for its WhiteCap Lager brand which includes a redesigned logo adapted from its original, historic form, highlighting its 70-year heritage.

The brewer said it was returning to the inaugural model of WhiteCap that existed 70 years ago when the brand hit the market, seeking  to position it to be a leading brand in the premium category.

“The new pack also represents a reinforcement of KBL’s strategy of positioning WhiteCap Lager as the leading local premium beer, as well as keeping up with the evolving needs of its customer base,” KBL said in a statement.

Speaking about the significance of this rebrand, EABL’s Head of Marketing Beer, AnnJoy Muhoro said, “This exercise is the product of a lot of research and numerous conversations with our consumers.”

“Packaging is and continues to be a major trailblazer in terms of brand perception and value creation to consumers. This is what we sought to achieve with our repackaging of WhiteCap Lager.”

According to the brewer the contents of the WhiteCap Lager are still the same and will continue to retail at the same price of Ksh.170 for the 500ml bottle.

The can format will also undergo a transformation later in the year into a new premium, more progressive look.

Commenting on the new pack, Alice Owambo, Emerging Beers Marketing Manager, said, “We are incredibly proud of the new direction the brand aesthetic is taking, highlighting our Kenyan heritage but also modernising WhiteCap to lead consumers’ expectations of a premium brand.”

“We’re confident this refreshed design will stand out on shelves and highlight the qualities of WhiteCap, which make us one of Kenya’s favourite alcohol brands.”

The relaunch comes days after KBL added a new cream liqueur to its offering, Baileys Delight, from the original Irish cream maker Baileys making Kenya the second market across Diageo portfolio to launch the product after Guinness Nigeria.

With the recent outbreak of COVID-19 virus across the globe, the brewer has been in the frontline of fighting the spread of the infection by committing ksh50 million (US$0.47m) to fund the production of 135,000 litres of sanitisers by two Nairobi-based industries to distribute free sanitizers to vulnerable Kenyans.