This archive report was first published on 12 September 2019.
Kenya Breweries Limited has introduced a new drink to the market: Sikera Premium Apple Cider, a premium cider with a 4.5% alcohol by volume (ABV).
Available in bars and restaurants, Sikera Premium Apple Cider comes in a 300ml bottle pack and is best served chilled. The new drink is priced at Ksh150.
Speaking at the launch event in Mombasa, KBL Managing Director Mrs Jane Karuku explained that the company's desire to recruit new consumers and respond to changing tastes and preferences led to the development of Sikera Premium Apple Cider.
The launch of Sikera Premium Apple Cider follows the successful introduction of Kenya's first locally-produced cider, Tusker Premium Cider, three years ago.
According to Mrs Karuku, the new brand is the result of a consumer study on the trends driving the alcohol beverage market in the industry. The study informed the company's innovation efforts, extending the cider category to provide a broader variety to consumers.
East African Breweries Limited's Marketing and Innovations Director, Graham Villiers-Tuthill, added that Sikera Premium Apple Cider connects with an ever-evolving consumer base through flavoured offerings.
“This new to world brand has been specifically developed to meet the changing palette and consumption behaviour of consumers in Kenya. Sikera is a crisp, light and refreshing apple cider, and early consumer feedback to this fresh new offering has been very positive,” said Villiers-Tuthill.
Sikera Apple Cider will be launched across the country in the coming weeks, with expected roll-out to market in the coming days.
As part of its business agenda to accelerate growth in innovation, KBL has prioritised innovations as one of the company's key growth pillars. Innovations have contributed 22% of East African Breweries Limited's revenue in the financial year ending June 2019.
