Kenya Breweries Limited entices moderate drinkers with low alcohol version of White Cap Lager

KENYA – Kenya Breweries Limited (KBL) has introduced a low alcohol beer version of one of its iconic brands, White Cap Lager.

The new variant, trading under the White Cap Light name, is distinctively brewed from barley malt, hops, Co2, sugar, corn starch and water, with an abv of 3%.

With the launch, KBL targets health-conscious consumers and drinkers who are looking for an upgrade while sticking to a brand they’re familiar with.

According to KBL’s Managing Director John Musunga, the new brand will continue to become more popular, proportionate to consumers’ gravitation towards healthier choices and tastes.

“It is important to innovate against unmet needs for our customers, moderators, occasional consumers and abstainers by offering a credible low and non-alcoholic option into their drinks’ repertoire,” said Mr Musunga.

KBL is tapping into the fast-growing trend which has taken center stage not only in the East African market but across the globe and spread through the wider alcoholic drinks categories.

The shift was particularly accelerated during the pandemic when a large group of consumers became concerned about their health and made dietary and behavioural changes to boost their immunities.

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This had a significant impact on beer sales of major alcoholic brewing giants at the onset of the pandemic, KBL included.

The decline in alcoholic consumption-beer being the most affected segment-has forced alcohol manufactures to create alternatives such as low/alcohol-free variants and hard seltzers which seem to augur well with consumers.

At the global front, KBL’s parent company Diageo through EABL, recently launched an alcohol-free variant of its popular gin brand Tanqueray as part of efforts to align itself with shifting preferences of alcohol consumers.

According to the alcoholic drinks major, the alcohol-free gin alternative is crafted from the same distilled botanicals as Tanqueray London Dry including juniper, coriander, angelica and liquorice.

“Individually immersed in water, the botanicals are heated and then distilled to create the ‘distinct flavours’ associated with Tanqueray,” Diageo said in a statement.

Tanqueray master distiller, Terry Fraser said, “We are incredibly proud to be bringing gin drinkers that juniper and citrus led taste they’re expecting from Tanqueray when they choose not to drink alcohol.”

Tanqueray 0.0% is also positioned as a low-calorie option, with only 6 calories per 50ml.

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