Keroche Breweries Limited Chief Executive Officer Tabitha Karanja says the company is putting up strategies to position itself competitively in the market, to retain and attract more customers.
“We are putting up efforts to grow our production capacity by tenfold to 100 million litres annually since we launched our Sh2.5 billion expansion plan last year,” she said.
She said the company will seek to increase the uptake of Summit Malt market in the region.
Karanja who was speaking on Thursday at the unveiling of a new bottle for their Summit Malt brand said the move was driven mainly by the customers who insisted that the brand comes back with a new look.
“The ever-changing trends and discerning consumers have guided us in our efforts to continually come up with new products,” Karanja said.
The new bottle colour has been changed from brown to green to give the feel of a Malt beer.
“Summit Malt is sugar free, with no hangovers, proudly Kenyan,” she explained.
Summit Malt was introduced in the Kenyan market in 2009.
“We have put up a marketing team, to vigorously market the brand countrywide and in the region,” she said.
She however maintains the new look does not affect the brewing process and guarantees customers of the same taste.
“The good thing for us is that it is now out there and people have started knowing it is in the market and they are really taking to the product,” Karanja said.
She however dismisses claims the move was done to fight off competition maintaining the brewer is confident of its current position.