Dutch brewer makes foray into Kenyan market

Competition for the beer market is set to become stiffer following the entry of a second Dutch brewer into the Kenyan market.

United Dutch Breweries (UDB) senior managers for Africa who will preside over the launch of the brewers three signature brands said they were attracted to Kenya by the huge market for strong drinks especially among low income earners.

“Kenya’s beer market is growing fast. But the strong beer market segment is growing heavily especially after the government closure of a large number of illicit alcohol distillers of spirits,” said UDB sales manager for Africa Sander Boss.

Essentially, what this means is that the brewer has strategically targeted the low end market to cut a niche in Kenyan beer market.

The brands that the brewer will launch on Saturday is Atlas, a strong beer with alcoholic content ranging from 8.5 per cent to 12 per cent.

“We believe that we can offer a very strong alternative with our Atlas brand been a naturally brewed beer of premium quality and at an affordable price,” said Boss.

Daniel Munene, whose firm Jovet Kenya has been appointed by UDB as the sole distributor for its brands in Kenya says his firm has negotiated with the brewer a price that will make the Atlas affordable to the majority of Kenyans.

“What we have done is that with Sh500, anybody who wants to drink and get drunk as fast will do so at only two beers,” said Munene.

Munene who has been in imported beer distribution for the last 10 years says UDB has no competition so far in the Kenyan strong beer market segment.

“We do not have competition in the strong beer market. Of course there are players who are importing premium beers with alcoholic content of 5 percent. My company has also been distributing another strong beer with an alcoholic content of 8.6 per cent which is doing very well. We will also take Atlas to the market and let the people decide,” he says.

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