Domestic economy lager is expected to see the strongest volume growth within beer in the forecast period, with Senator Keg set to drive sales. East African Breweries’s newly constructed Senator Keg factory is set to boost volume and value sales, as the company aims to increase keg production capacity by one million hectolitres per year.
International brands are set to expand their market presence through local subsidiaries and distributors, with the rising population of millennials with varying tastes and preferences expected to push demand for international brands. In 2018, United Dutch Breweries launched the Royal Dutch Posthorn, Atlas and Trio Stout brands through a local distributor, with a pricing strategy aimed at aligning and positioning the brands alongside local brands.
Beer manufacturers are set to boost their revenue through marketing and promotional campaigns across multi-media platforms. Local players such as East African Breweries and Keroche Breweries are set to adopt a more aggressive strategy both in terms of in-bar and outdoor advertisements, to create awareness amongst potential consumers whilst retaining their existing customers.
Local players dominated beer in total volume terms in 2018, with East African Breweries maintaining its strong lead in the category. Local players have strived to create a strong brand image and well-organised distribution through local distributors across the country.
Players in beer run various advertising campaigns throughout the year to retain consumers and gain a competitive advantage. Campaigns such as Summit’s buy-three-get-one-free promotion aimed to retain customers and attract potential consumers, whilst Tusker’s Masaa ya Mbili Mbili promotion encouraged consumers to buy two bottles at a discounted price.
The increase in the tax levy on alcoholic drinks increased the average unit price of beer, with some consumers responding to higher prices by reducing their consumption. The Finance Bill 2018, which imposes a tax of KES100 per litre of beer, which is subject to annual inflation adjustment, translated into higher retail prices, and manufacturers adjusted their prices upwards.
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Discover the latest market trends and uncover sources of future market growth for the Beer industry in Kenya with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Alcoholic Drinks market research database.