A Danish brewing firm Royal Unibrew has expanded its Kenya portfolio with the introduction of a medium-strength beer Faxe Gold, upping the competition for its rivals.
The new 5.5 percent alcohol content beer will be available in 330-milliliter bottles and 500-milliliter cans.
It adds to the Faxe 10 percent and Faxe Stout 7.7 percent beers already in the Kenyan market. The beer, imported and distributed by Patiala Distillers KE, will take on other premium brands in the market with an alcohol volume of between four percent and five percent as the Faxe brand has been mainly in the strong beer category.
Kenya is one of the three African countries alongside Burkina Faso and Ghana that will see the introduction of the new product.
“Kenya is a big market and the consumer knows and enjoys beer. It is one of our focus countries in Africa,” said Mr. Baroutis. The Danish company is banking on the popularity and consumption in the category to grow its market share.
In August 2017, Euromonitor projected that beer is expected to record a total volume compounded growth of four percent.
Beer, according to the Kenya Revenue Authority, accounted for Sh24.8 billion excise revenue collected, topping the revenue from levies on commodities and services.
The premium segment of the Kenyan beer market has seen increased activity over the past six months with the entry of new brands and the expansion of existing portfolios.
Royal Unibrew, Denmark’s second-largest beer maker with a global presence, sells and distributes beverages with a focus on branded beer, malt beverage, soft drinks, cider, and long drinks.