KBL unveils new Cider beer for women

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KBL-Sikera Apple Cider
KBL's Sikera Apple Cider: PHOTO/COURTESY: foodbusinessafrica.com

Kenya Breweries Limited (KBL) is optimistic that its newly unveiled cider drink dubbed Sikera Apple Cider will woo female consumers following its launch in Mombasa yesterday.

According to Capital FM, the new drink, which will retail at Ksh. 150 for a 300 ml bottle, will be available from today and it was engineered to respond to the changing tastes and preference of female customers aged between 20 and 35 years.

“The launch of Sikera Premium Apple Cider today, follows the hugely successful introduction of Kenya’s first locally-produced cider, Tusker Premium Cider three years ago.  Sikera’s launch is the result a recently-conducted consumer study on the trends driving the alcohol beverage market in our industry. These consumer insights then informed our innovation efforts extending our cider category, to provide a broader variety to our consumers,” KBL Managing Director Jane Karuku said yesterday during the launch of the new drink according to Capital FM.

Ms. Karuku similarly added that the new drink will add onto the beer maker’s drinks portfolio drawing in more customers in the process.

“This new brand is geared to supporting our business agenda to accelerate growth in our innovation, which has enabled KBL to both recruit new consumers as well as provide a wider variety from around which consumers can build their drinking repertoire,” Ms. Karuku added.

On his part, Graham Villiers-Tuthill, the Marketing and Innovations Director at East Africa Breweries Limited (EABL) – KBL’s mother company, insisted that the drink will be a hit among consumers.

 “We are hugely proud to be launching Sikera Cider in Kenya. This new to world brand has been specifically developed to meet the changing consumer palette and consumption behaviour of consumers in Kenya. Sikera is a crisp, light and refreshing apple cider, and early consumer feedback to this fresh new offering has been very positive,” Mr. Villiers-Tuthill said according to Capital FM.

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