“Don’t like beer? well then, we’ve got special beer for you!”
A new beer variety designed for the youths and practically anybody else yearning a different approach to alcohol has been introduced by Kenya Breweries Limited (KBL).
Essentially it is going to be the ‘Beer for people who don’t like beer!’
The drink known as Rockshore Tropical Lager is a new alcoholic beverage with a fruit appeal.
The tropical fruit-flavoured beer innovation is infused with natural tropical African fruit flavours like pineapple and passion fruits.
The beer has an Alcohol by Volume (ABV) content of 4.2 percent.
The drink will be sold in bars and restaurants at 150 Kenyan Shillings for a returnable bottle.
Why this new product? Apparently KBL wants to expand the light beer category and change consumers’ perceptions of mainstream beer, encouraging them to try new tastes.
And through the new tropical beer, Kenya Breweries plans to attract the next generation of drinkers with relevant beverages that address the changing drink occasions.
Speaking at the launching event, the KBL Managing Director Mr John Musunga said the company’s ambition to attract new customers and adapt to their shifting tastes and preferences led to the development of the innovation.
“The development of Rockshore Tropical Lager today comes in response to the growing market preference for flavorful beers with locally brewed fruit-inspired brews that can increase the base of consumers to the category. Our consumer surveys on the market trends for alcoholic beverages have revealed that a younger generation of customers prefers beers that are lively, colourful, and exciting,” said Mr MusungaJohn Msunga – KBL Managing Director
EABL Marketing and Innovations Director Anne-Joy Michira reaffirms that the goal of the company’s inclusion of Rockshore Tropical Lager is to interact with a constantly changing consumer base and preferences through differently flavoured offerings.
“We are incredibly excited to introduce Rockshore Tropical Lager to Kenyan consumers.”
She adds that the beer is a product that resonates with a large part of the target population.
It focuses on people that still have a sweeter palate that is not yet catered by mainstream bitter or sour tasting beers.
Presenting a fantastic recruitment potential, the new drink features its crisp, clean flavour and exquisite tongue feel.
Rockshore Tropical Lager is touted for providing a more reviving, lively, and savoury tasting experience, at least according to Ms Michira.
In the upcoming weeks, Rockshore Tropical Lager will be made available across the nation, with a market roll-out anticipated shortly after.
KBL has emphasized innovation as one of the company’s key growth pillars, with the company’s profit growth in the financial year ending June 2022 being partially attributed to investment behind brands and innovation.
The company heads towards the market in response to consumer behaviour shifts – as its beer performance increased by 27 percent.