Kenya Wine Agencies (KWAL), has launched Kingfisher Light, a variant of its brand Kingfisher. The launch is in line with KWAL’s strategic plan to increase its market share in the alcoholic beverages market. The new product is strawberry flavored and crafted to appeal to the modern, vibrant and outgoing lady aged between 18 and 30. This age bracket is considered fun-loving and “cool”.
The main distinction between the new Kingfisher Light and its mother brand Kingfisher is the decrease in the alcohol content, which moves down to five percent from eight percent. Last year the manufacturer and distributor of wines and spirits opened three new depots in a calculated move to ensure availability of its products across the country.
Prior to the launch; the alcohol and beverage manufacturer conducted deep market research, for one year, to inform the the needs of its target market.
“We researched three different parameters: liquid, label designs and creative communication direction. All these had distinct different work steams to be able to develop the best concepts i.e stimulus to place before the consumer during the research. For instance, a variety of label designs were developed then tested in focus groups and the preferred concept was validated in quantitative studies,” Said Lina Githuka, KWAL commercial director
The results of the survey revealed that consumers prefer the fruity sweet taste of strawberry. This informed the three percent reduction of the alcohol concentration, from eight percent, which is contained in the original kingfisher strawberry.
Regarding the label, consumers noted they loved the addition of silver on it because it makes it appear fashionable.
The focus group commissioned by KWAL for its new kingfisher brand was made up of only ladies in the target age group.