NAIROBI, Kenya, Nov 26 – French distillery Pernod Ricard Kenya says it plans to introduce fair priced products in the region, to target consumers in the lower end of the market.
The manufacturer of whiskey brands like Jameson, said they are targeting a price range of about Sh800 per bottle of whisky.
Pernod Ricard Regional Director Marc Beuve Mery however said the future plans lies in efforts of fighting the use of cheap counterfeit drinks.
“We will be quite keen to develop in the future a range of products that will also bring quality at a more accessible price. We actually have in mind whiskys, vodka and so on in the supermarkets,” Mery said.
Mery said there was a need for industry stakeholders, especially those in wines and spirits, to work closely with the relevant government authorities and fight the proliferation of counterfeit products.
Established in 2012, Pernod Ricard Kenya imports their portfolio of brands directly from the countries of origin and distributes them through an authorised network of distributors.
“To maintain the integrity and quality of our products stringent mechanisms have been adopted. These mechanisms ensure that spirits coming into the market are of the highest quality and meet the relevant health and safety guidelines,” he said.
The firm also plans to focus on aggressive consumer awareness on how to identify the genuine and counterfeit products.
“Counterfeit is a challenge to everyone and in most cases these people focus on the mostly consumed drinks. In our case you may find Jameson like here in Kenya. But we have come with measures to ensure that customers get what they deserve which is quality drinks,” Mery said.
Over 80 percent of its revenues in Kenya come from the popular Jameson Whiskey brand.
The firm is currently riding on the use of non-refillable caps (NRF) on bottles to avoid traders refilling the bottles with different liquids.
Other brands by Pernod Ricard in the sector include Absolut Vodka, Ricard Pastis, Ballantine’s, Chivas Regal, Royal Salute and The Glenlivet Scotch whiskies, Martell cognac, Havana Club rum, Beefeater gin, Kahlua and Malibu liqueurs, Mumm and Perrier-Jouët champagnes, as well Jacob’s Creek, Brancott Estate (formerly Montana), Campo Viejo and Graffigna wines.