Company Name: Kenya Breweries Ltd, Kenya
Product type: Gin
Innovation: New product variant
Kenya Breweries Limited (KBL) has expanded its spirit category with the launch of Chrome Gin, targeting the millennial consumers.
The new gin is a second variant of its Chrome brand that introduced Chrome Vodka in 2014.
Through the new product innovations, the company aims to engage the ever-evolving consumer by providing an affordable and quality spirit.
“Considering the slow economic resurgence in the market, we felt this was an opportune time to launch this new product,” said Managing Director Jane Karuku. “The brand character of the new Chrome Gin speaks to the pride of millennial category, the importance they place in their roots and upbringing.
“We are convinced that as we continuously improve on our innovation portfolio, we will deliver more products that relate and resonate with culture and passion points of our consumers,” she added.
The drink comes in an aspirational bold green pack and multi-colored label that reflects on its target consumer who wants to shine on, dream Big and be bigger.
Commenting on the innovative brand communication approach, KBL Head of Innovations Joyce Kibe added that the company would continue to prioritise innovation as they seek to address diverse consumer profiles and preferences.
“We are focused on investing even more to build our capacity to continue to lead the market through consumer-centric value propositions,” she said.
The product with a 40% ABV is available on E-commerce platforms, selected supermarkets, wines and spirits and bars. It comes in 750 ml and 250 ml glass packaging.