Kenya Wines Agency Limited (KWAL) recently launched a triple distilled spirits brand, Caribia. According to Food Business Africa, the launch was in line with KWAL’s strategic plan to increase its market share in the alcoholic beverages market.
Caribia has an alcoholic percentage of 37.5% and is mostly targeted at millennials with a recommended retail price of Ksh 250 for the 220ml bottle and Ksh 600 for the 750ml bottle.
KWAL Commercial Director Gregg Pitt stated, “We are delighted to introduce finely crafted Caribia cane which is the latest addition to our growing local brand portfolio. Through informed market research we are committed to continuously craft more refreshing and innovative drinks that appeal to our consumers.”
The company also launched Caribia in an effort to expand its range of products while serving new markets. KWAL Brand Manager Geoffrey Oriku talked about this saying, “At KWAL, we are looking at ways to diversify our product portfolio and create memorable experiences through our brand offering hence our need to produce.”
KWAL is also set to break ground on their state-of-the-art production plant in Tatu City this year in which the company and various stakeholders will invest more than Ksh 3 billion.
