The launch of the new, refreshingly crisp alcoholic drink underlines Kenya’s growth of cider market
Available in bars and restaurants – and best served chilled – Sikera Premium Apple Cider comes in a 300ml bottle pack with an ABV of 4.5 percent and at a recommended price (RRP) of Kshs 150.
Speaking at the launch event in Mombasa, KBL Managing Director Mrs. Jane Karuku said KBL’s twin desire of recruiting new consumers and responding to changing consumer tastes led to the development of the new innovation.
“The launch of Sikera Premium Apple Cider today, follows the hugely successful 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 Mrs. Karuku.
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.
“Sikera Cider’s innovation is informed by changing, positive trends driving growth in Kenya. These changes are resulting from a host of factors, ranging from shifting demographics and consumer preferences to affordability. In addition, we are aware that and the growing number of consumers are exposed to new media and, therefore, we are increasingly innovating around the manner and occasions during which consumers interact with these drinks, helping maintain their identity, recognition and greater connection,” said Villiers-Tuthill.
Sikera Apple Cider will be launched across the country in the coming weeks with expected roll-out to market in the coming days. BL 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. Other, recent innovations include Tusker Cider, McDowell Whisky, Triple Ace Vodka, Captain Morgan Gold, and Black & White Whisky.
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