NAIROBI, Kenya, Apr 18 – East African Breweries Limited (EABL) has re-launched its flagship Tusker beer brand in a new bottle, re-designed label and crown.
EABL Group Managing Director Seni Adetu said the new-look was aimed at boosting sales, as he brushed aside the re-entry into the Kenyan market of SABMiller, the global brewer.
"Our investment comes at the right time, when the economy is performing well. As far as competition, we can\’t control who comes in and out. This effort is the outcome of several months of preparation before any other company announced its intention to settle in the last year," said the Group\’s Managing Director, Seni Adetu.
He said the new campaign cost about Sh1 billion and Mr Adetu expressed confidence of Tusker\’s performance in the market.
"In recent years we have registered a strong demand for Tusker. The growth in volume comes on the back of improved economics in the region. Also some of the marketing interventions we have put behind the brand have really helped to sustain its growth and keep it ahead of its competitors," he said.
Originally known as Kenya Breweries in 1922, when it was first established, EABL has now evolved into the leading alcohol beverage business in East Africa, with an annual turnover of Sh35 billion.
Since its inception in 1980, Tusker beer has undergone very little reconstruction until now. Though the bottle has changed, Mr Adetu assured that the essence of Tusker remains the same in its efforts to keep its consumers satisfied.
"The beer will retain its world renowned quality and refreshing taste. The volume also remains the same. The prize for us in this is being innovative and doing the right things that the consumers want," said Mr Adetu.
The recently introduced Alcohol Drinks Control Act has impacted on EABL\’s sales revenues but Mr Adetu said the company hopes with efforts like the new look of Tusker and other projects it will be able to sustain itself.
"We as a company support the spirit and the intent of the Alcohol Act. However, we would have liked for our stakeholders to have been involved in the crafting of the act.
In terms of the impact on business, we have seen some softness, but it [Alcohol Act] is in its early days. Initiatives like the new look of Tusker can be used to mitigate against the impact," said Mr Adetu.