East African Breweries expands portiflio with he launch of Baileys Delight in Kenya

KENYA – The Kenya Breweries Limited, subsidiary of the East African Breweries Limited has added a new cream liqueur to its offering, Baileys Delight, from the original Irish cream maker Baileys.

This makes Kenya the second market across Diageo portfolio to launch the product after Guinness Nigeria.

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Blending cream and the taste of African honey, it is available in bars, restaurants, supermarkets and Jumia Party ecommerce platform.

Baileys Delight has 15% alcohol by volume (ABV) coming in 750 ml bottle and 350ml bottle packs, retailing at a recommended price of Sh1,350 and Sh650, respectively.

Speaking during the launch, Kenya Breweries Limited’s Managing Director, Jane Karuku stated that Baileys Delight launch reinforces the company’s commitment to breakthrough innovation that will expand consumers’ experience within the beverage alcohol market.

“Innovation is a key pillar of our growth strategy; we are innovating constantly and at scale in order to address changing tastes and preference across a diverse category of consumers in the Kenyan market. We are excited about Baileys Delight.”

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KBL’s Head of Innovations Joyce Kibe added that the company continues to innovate at scale to serve changing consumer taste profiles through exciting propositions and the innovation will appeal to aspirational male and female consumers.

In the half-year to December 2019 the brewer’s business growth was contributed by innovating brands initiating 50 per cent increase from 17 per cent of the company’s sales.

Baileys Delight is the latest innovation in the EABL portfolio since the launch of Sikera cider, Hop House 13, Guinness Smooth, Red Star Vodka and Tusker Premium Ale brands launched in 2019.

The company’s core business is the brewing of Beer and bottling of non-alcoholic malt beverages.

According to a report published by Allied Market Research, the liqueur market was valued at US$111 billion in 2016 and is projected to reach US$131 billion by 2023, growing at a CAGR of 2.5% from 2017 to 2023.

The cream segment is expected to grow at a CAGR of 2.8% during the forecast period.

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