KENYA – Kenya Wines Agency Ltd (KWAL), a subsidiary of Kwal Holdings East Africa Limited (KHEAL), has launched a new upgraded bottle design for its whisky brand, Hunter’s Choice.
The whisky will now be sold in a new-look bottle meticulously designed to include a new closure guaranteeing the product’s safety.
Hunter’s Choice, which targets ambitious young Kenyan males seeking meaning and purpose in life, will maintain its current pricing despite the packaging upgrade.
“The new upgraded bottle has three key features: a new closure, a vibrant and modern label, and a new brand proposition. This new closure is aimed at securing the brand as a leader in the local whisky category,” said Jonas Geeraerts, KWAL Commercial Director.
The whisky’s taste and pricing remain unchanged. The rebrand is intended to provide consumers with a fine whisky in an attractive new bottle at an affordable price.
“The taste and pricing of Hunter’s Choice have not changed. The rebrand is for our consumers to enjoy a fine whisky in a nice new bottle, at an affordable price,” added Geeraerts.
The last bottle upgrade occurred in April 2018, and the current improvements were made in response to consumer feedback.
Senorine Wasike, KWAL Head of Marketing said, “The bottle upgrade is aimed at appealing to male consumers aged between 20 and 35. Our insights revealed that Hunter’s Choice fits seamlessly into their lifestyles and provides diversity.”
Concurrently, KWAL has launched the “Explore Boldly” on-ground activation campaign to enhance further engagements with its target audience around major cities in Kenya for the next three months.
“We know our target audience is young and ambitious, hopes for better and works towards it. He’s hungry for success, respect, and the admiration of his peers. If he makes it, that will truly set him apart,” added Dr. Wasike.
Earlier this year, the Kenyan government invited bids for its 43.77 percent stake in KHEAL. The stake, valued at Kes1.4 billion (US$10.72M), is held by Kenya Development Corporation. The government also announced its intention to sell its 0.1 percent shareholding in KWAL.
Liked this article? Subscribe to Food Business Africa News, our regular email newsletters with the latest news insights from Africa and the World’s food and agro industry. HERE
