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Denmark’s second largest brewer enters distribution deal with Kenyan firm

WOW Beverages will market and distribute the canned beer manufactured by Royal Unibrew of Denmark. FILE PHOTO | NMG
WOW Beverages will market and distribute the canned beer manufactured by Royal Unibrew of Denmark. FILE PHOTO | NMG 

Danish company Royal Unibrew has signed a deal with Kenyan firm WOW Beverages for the local distribution of Faxe Beer.

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.

WOW Beverages CEO Chris Lucas in a statement on Monday said the new partnership will enable it to meet growing demand for international beer brands in Kenya.

“This partnership is a strategic step towards the growth of our beer category and goes a long way into our broader strategy of offering a complete portfolio of brands across the consumer chain,” said Mr Lucas.

The tie-up will enable Royal Unibrew to benefit from WOW Beverages’ market footprint in Kenya founded on the firm’s national distribution network.  

“We were looking for a company with a robust and extensive national distribution network to enable us to serve our Kenyan consumers nationwide,” said Mr Patrick Gathara, Royal Unibrew country manager.

Faxe beer portfolio includes Faxe Stout, Faxe 10 per cent and Faxe Premium available in 500ml cans. Established in 1992, WOW Beverages (formerly Wines of the World) is part of the business portfolio of businessman Humphrey Kariuki.

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