This archive report was first published on 29 June 2021.
Naivasha-based Keroche Industries has made a bold move in the Kenyan beer market by introducing a new beer brand, targeting the high-end market dominated by foreign booze.
On June 29, 2021, the company launched its latest product, dubbed X beer, a sugar-free brand, at its factory in a brief ceremony attended by its leading distributors and retailers.
Speaking at the unveiling, Keroche CEO Tabitha Karanja emphasized the company's deliberate efforts to grow its market share to 20 percent.
"The quality of brand X and its richness is unmatched in the present market. It is targeted at the middle and upper-end market," she said.
With an alcohol content of 8.8 percent, Beer X will retail at Sh250 per bottle, making it a premium offering in the Kenyan market.
As part of its growth strategy, Keroche has invested in a production plant with a capacity to produce 30 different brands, including popular products like Summit Lager and Malt beers, as well as Vienna Ice and Crescent Vodkas.
