Kenya Breweries Launches New Alcoholic Beverage to Grow Market Share

KBL expands innovation pipeline with new Sikera Premium Apple Cider

Sikera is the newest innovation from Kenya Breweries Limited and the second alcoholic cider from the company.

Beer maker Kenya Breweries Limited (KBL) has launched a new alcoholic beverage – Sikera Premium Apple Cider in the market in response to consumers changing tastes and preferences.

The launch follows the introduction of Kenya’s first locally-produced cider, Tusker Premium Cider three years ago.

“Sikera’s launch is the result of a recently-conducted consumer study on the trends driving the alcohol beverage market in our industry. These consumer insights then informed our innovation efforts extending our cider category, to provide a broader variety to our consumers,” said KBL Managing Director Mrs. Jane Karuku.

Cider is an alcoholic beverage typically made from crushed apples. Available from today in bars and restaurants – and best served chilled – Sikera Premium Apple Cider comes in a 300ml bottle pack with an Alcohol by Volume (ABV) of 4.5 percent. It will retail at KSh150 for a 300ml bottle.

Kenya Breweries Launches New Alcoholic Beverage to Grow Market Share
Kenya Breweries Limited Sales Director, Mr Andrew Kilonzo (left) and Corporate Relations Director, Mr Eric Kiniti share a light moment with Managing Director, Mrs. Jane Karuku (centre) shortly after the unveiling of Sikera Apple Cider. 

Speaking at the launch event in Mombasa, She added: “This new brand is geared to supporting our business agenda to accelerate growth in our innovation, which has enabled KBL to both recruit new consumers as well as provide a wider variety from around which consumers can build their drinking repertoire.”

EABL Marketing and Innovations Director Graham Villiers-Tuthill, reinforced that Sikera Premium Apple Cider entry into the company’s agenda is to connect with an ever-evolving consumer base through flavoured offerings.

KBL has prioritised innovations as one of the company’s key growth pillars, with its innovations contributing 22 per cent of East African Breweries Limited’s revenue in the financial year ending June 2019.

Recent innovations include Tusker Cider, Captain Morgan Gold and Black & White.