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Food & Drinks

New appetite for premium beer

Warsteiner beer
Ngugi Kiuna of Maxam Ltd talks about Warsteiner beer. Photo | courtesy  

Kenyans' thirst for beer keeps growing and now they have slowly started appreciating the imported brands.

“Generally, Kenyans are at a point where they are more adventurous and have discovered that there is a lot more than what we call brown beer,” said Maxam, the distributor of German beer, Warsteiner in a response.

Traditionally drunk by mostly men, beer is now becoming a favourite drink for women and young drinkers. With beer consumption expected to grow at an impressive annual growth rate of 10.5 per cent between 2017 and 2021, there are great investment opportunities in sub-Saharan Africa for creative alcoholic drinks.

Germany's Warsteiner and Namibia's Windhoek, which returned to the Kenyan market a few months ago, are leading a host of other labels into tapping Kenya’s young market, offering imported beer at affordable rates.

“At Sh170 a bottle, it is all about making it affordable to win the hearts of people because there is a whole host of choices,” said a Maxam representative on the sidelines of a 'Gentleman's Luxury’ event' held in Westlands, Nairobi last Thursday.

Luxuria Lifestyle East Africa, managed by Mike Mwai, showcased a selection of luxury brands including BMW cars, Warsteiner beer, Tom Ford private blend collection perfumes, suits and outdoor furniture.

Kenyans of fine taste got a glimpse of the BMWs 2018 X3, the 7 Series and 5 Series models. Michael De Souza, the BMW brand manager also introduced the BMW bike range.

Warsteiner has made its name in the beer industry since 1753. Its gentle appeal has endeared itself to women, breaking the stereotype that has for years held them back from sipping the brown bottle.

Local wines and spirits distributor, Kapari Limited partnered with Namibia Brewers to distribute the Windhoek that targets the country’s millennials.

“Youths want to feel and look like their colleagues in foreign countries and drink the same beer brands,” Moffat Mbutu, head of sales at Kapari Limited told BDLife, adding that Windhoek looks for the youth where they hang out.

The beer is already being sold in other towns including Kisii, Nanyuki, Meru and Eldoret.

The Namibian brand is also wooing sports fans by sponsoring amateur golf competitions. Last year, it was one of the sponsors for the Kenya Amateur Stroke play hosted at the Nyali Golf and Country Club.

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