Kenya Wine Agencies Limited (KWAL) has rebranded Kibao Vodka as an aspirational brand to meet the evolving tastes of consumers.
KWAL is focusing on driving growth in sales and revenue from spirits, the fastest-growing segment of Kenya’s alcohol industry, with a new look, Kibao Vodka, targeting a new generation of bold, authentic, and savvy consumers.
KWAL Commercial Director Jonas Geeraerts said the re-brand of Kibao is also geared toward connecting with consumers who are opting for spirits as their drink of choice but are also keen on value for money.
“We are seeing a growing interest in the new variety of alcoholic spirits as Kenyan consumers try out new experiences and diversify their repertoire of preferred drinks. The demand is projected to rise in the coming years,” said Jonas during the launch of the revamped Kibao Vodka.
KWAL aims to build its presence in the market by tapping into an emerging generation of consumers with a marketing campaign dubbed “Gen More” that appeals to a bold and genuine aspiration to achieve more in life.
During the launch, celebrity Kenyan musical artist Boutross Mwebia Munene, popularly known as Boutross, was unveiled as the Kibao Vodka Brand Ambassador.
To meet growing demand, KWAL has invested Ksh 5 billion in a new factory located in Tatu City Industrial Park to ramp up production of its wide range of wines, spirits, and ciders, featuring in-demand brands like Hunter’s Choice Whisky, Caprice Wine, Savanna, and Hunter’s Cider.
According to Global Drinks Intel, an influential publication for the world’s alcohol industry, brands require a deeper understanding of consumers’ needs and habits, including their tendency, especially their ability, to experience different brands.
Research firm IWSR predicts a major shift in the African spirits market as consumers upgrade from “low-priced, low-grade products” to “reasonably priced but well-packaged” products.
The latest move by KWAL signals a response to this market need with products that meet the quality threshold at the right price point.