Kenya Breweries Limited (KBL) is anticipating to make a nationwide market roll-out of its new Rockshore Tropical Lager, a new alcoholic beverage with a fruit appeal.
Before the official roll-out, Rockshore Tropical Lager will be made available across the country in the upcoming weeks after its maiden introduction over the weekend.
The tropical-flavoured beer innovation, which is infused with natural tropical African fruit flavours like pineapple and passion fruit and has an Alcohol by Volume (ABV) of 4.2 percent, will be sold in bars and restaurants forthwith for Ksh150 for a returnable bottle.
KBL Managing Director (MD) Mr John Musunga, while launching the product into the market, 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 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,” Musunga disclosed adding that the Company’s 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.
“This new brand supports our company’s overarching mission to heavily invest in innovation in the creation of alcoholic beverages that meet the changing taste and demographics, which has enabled KBL to attract new consumers,” he maintained.
Also speaking at the launch was East Africa Breweries Limited (EABL) Marketing and Innovations Director Anne-Joy Michira who reaffirmed that the goal of the company’s inclusion of Rockshore Tropical Lager is to interact with a constantly changing consumer base through flavoured offerings.
“We are incredibly excited to introduce Rockshore Tropical Lager to Kenyan consumers. This is a product that resonates with a large part of the target population, who have a sweeter palate that is not addressed by mainstream beers. It presents a fantastic recruitment potential. With its crisp, clean flavour and exquisite tongue feel, Rockshore Tropical Lager gives a more reviving, lively, and savoury tasting experience,” Michira expressed.
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 in the route to market in response to consumer behaviour shifts – as its beer performance increased by 27 percent.
By Michael Omondi