KENYA – Kenya Wine Agency Limited (KWAL), wines and spirits manufacturer in Kenya has launched a new brand, Caribia Cane spirit, a triple distilled cane spirit.
The launch was in line with KWAL’s strategic plan to increase its market share in the alcoholic beverages market.
“We are delighted to introduce finely crafted Caribia cane which is the latest addition to our growing local brand portfolio.”
“Through informed market research we are committed to continuously craft more refreshing and innovative drinks that appeal to our consumers,” said the KWAL Commercial Director Greg Pitt.
The new drink targeting the millennials through affordability and unique packaging comes in a 220ml bottle selling at Ksh250 and Ksh600 for the 750 ml bottle with an alcohol content of 37.5%.
According to the Brand Manager Geoffrey Oriku, KWAL is aware of trends in the market and as such keeps producing more competitive and appealing products to suit different targets.
“At KWAL, we are looking at ways to diversify our product portfolio and create memorable experiences through our brand offering hence our need to produce,” said Oriku.
Earlier in the year, KWAL celebrated 50 years in the manufacturing industry positioning itself as a leading manufacturer, importer and distributor of wine, spirits, ciders and natural juices in Kenya.
During the celebration, the manufacturer launched a new production line for the local manufacture of ciders majoring in production of the ‘Hunters Gold’ as it seeks to expand into the growing alcoholic beverage sector in the country.
In addition to that, the company unveiled plans of investing more than US$30 million (Ksh 3 billion) in a new state-of-the-art production plant, located in Tatu City with plans of breaking ground in 2020.
Established in 1969, KWAL has over the years developed from the foundations of a state-owned enterprise to a private institution following the government’s decision in 2013 to offer 26% of its shareholding of KWAL to a strategic investor.
In 2017 KWAL’s long term partner, Distell, acquired an additional 26.43% stake from Centum and Industrial and Commercial Development Corporation (ICDC) effectively increasing its stake to 55.37% as the major shareholder.
The company which enjoys distribution rights of globally reputable brands including Viceroy, Amarula, Cellar Cask and Nederburg currently boasts of a well distribution system countrywide that has seen the firm significantly grow its footprint.