This archive report was first published on 30 June 2021.
On June 30, 2021, Keroche Industries, Kenya's second-largest brewer, made a significant move in the beer market by launching a new upmarket beer brand, X Beer.
The new beer, which is sugar-free, is aimed at the middle and upper-end market, with an alcohol content of 8.8 per cent and a retail price of Sh. 250 per bottle.
According to Keroche Chief Executive Officer Tabitha Karanja, the new beer is part of 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," Mrs. Karanja said. "It is targeted at the middle and upper-end market."
Notably, this is not the first new product launch by Keroche in recent times. In April, the company launched Vienna Ice Strong, a beer with 10 per cent alcohol content, which was expected to generate an extra Sh. 1 billion to the exchequer annually.
