Dutch brewer Heineken last evening introduced Heineken draught beer to the Kenya market. HEINEKEN Kenya country Manager Michael Mbungu attributes the decision for the introduction to the rising demand for ‘quality premium beer’.
Heineken aims to reach consumers who are “young, ambitious, urban, innovative, constantly striving for success and curious to try out new experiences”.
“The benchmark entry of draught beer is momentous as it reflects the growth of our East African business and the commitment we have to expanding our local footprint in addition to solidifying our portfolio,’’ said Njeri Mburu, Marketing Manager, HEINEKEN East Africa.
Heineken launched Amstel beer into the East African market 4 months ago.
Draught beer, or what is popularly known as Keg beer in Kenya is considered a more affordable alternative to bottled beer and is a faster mover where available than bottled beer. Heineken rival Kenya Breweries sells Tusker and Senator in kegs and the company reports to not being able to keep up with demand. KBL recently made plans to set up a factory in Kisumu to increase capacity.
The Heineken draught beer kegs will be piloted at 5 restaurants, these being Sankara hotel, J’s fresh bar and kitchen, Tapas Ceviche in Westlands, Purdy Arms in Karen and Kengeles Lavington. Other outlets will get the installation within the year.