Premium beer customers have a reason to smile after Kenya Breweries recently launched the new a new beer in the ale category. The new Tusker Premium Ale, the brewer said at the launch is brewed at higher temperatures resulting in a richer, full-bodied, hoppy finish. The beer is the first innovation in the ale category from the firm’s iconic tusker brand.
“This innovation is the result of wide ranging consumer research looking into trends driving the alcohol beverage market in our industry. We believe Tusker premium Ale has the potential to satisfy the growing group of discerning consumers increasingly eager for new beer categories. The new brand underpins our innovation capability and credentials, which have enabled KBL continuously deliver to consumers a wider variety from which to build their drinking repertoire. As a brand borne out of the iconic Tusker family, we have no doubt that Tusker Premium Ale will be a favourite for many beer fans looking for a fuller, richer taste,” said KBL Managing Director Jane Karuku.
Tusker Premium Ale has an Alcohol by Volume (ABV) of 5 percent and is already available in some selected outlets. Packaged in a 500ML brown bottle. It will retail at a recommended price (RRP) of Ksh 210. EABL Marketing and Innovations Director, Graham Villiers-Tuthill said the pioneering spirit of Tusker has enabled us to innovate Tusker Premium Ale.
“Ales are a popular category in other parts of the world and we have seen a growing consumer affinity in Kenya. But our main focus is a larger group of consumers who could not access the category at all, delivered to their favourite outlets in its freshness. The scale we have as KBL especially with our exceptional route-to-consumer capability, coupled with the strength of our iconic Tusker trademark, will enable us to make it readily available to adult consumers at their points of purchase,” said Mr. Villiers-Tuthill.
Tusker premium Ale will bring to five the number of variants now under the tusker trademark. The others are Tusker Lager, Tusker Malt, Tusker Lite and Tusker Cider. KBL’s business has largely been boosted by innovation brands, with the newly launched products contributing about a fifth to the brewer’s revenues in the half-year period ending December last year.