Kenya Breweries Limited (KBL) has launched Captain Morgan Gold, a new international spirit drink that is targeted at younger adult consumers in Kenya that will be produced locally by Kenya Breweries under the license of Captain Morgan International.
Captain Morgan Gold will be produced at Kenya Breweries factory in Ruaraka for the first time. The delicious, smooth golden spirit with vanilla spice flavor is perfectly made to go with cola. It is produced locally and is available in both 250ml and 750ml packs.
The Captain Morgan brand is inspired by a legendary sailor who lived a life full of adventure and fun times with his crew. The Captain Morgan brand is world famous for being fun and enjoyed around the world by young adult consumers.
“We are excited to introduce Captain Morgan Gold to the Kenyan market. The introduction of this delicious spirit now offers young adult consumers an opportunity to enjoy this international brand of great repute at an affordable price and format”. Captain Morgan Gold will retail at a recommended price of KSh270 for a 250ml pack, while the 750ml pack will cost Sh800,” KBL Managing Director, Jane Karuku.
Mrs Karuku added that the launch of Captain Morgan Gold is part of KBL’s efforts to accelerate the strong growth recorded in the spirits category and to meet the tastes of the dynamic young adult consumers.
At the moment, KBL boasts a wide portfolio of spirits that include reserve, premium, mainstream and value brands. In the last financial year, the spirits category posted 11 per cent growth, with mainstream delivering the highest growth rate. Captain Morgan Gold is a mainstream spirits brand.
“Innovation is at the vanguard of our business and it has contributed robustly to recent growth across our alcohol beverage categories. EABL spirits category grew by 14 percent in the year ending June 2017, the highest across the company’s brand segments.
Specifically, our innovation brands contributed 13 per cent to our sales, which means that our efforts to give our consumers a fresh variety in their drink repertoire are bearing fruit. We remain committed to constantly innovate at scale to offer high quality products that meet the palates of our dynamic customers in the Kenyan market,” said Stephen O’Kelly, KBL’s Marketing and Innovations Director.
Apart from this new innovation, KBL has been leading the evolution and growth in the alcohol beverage category with exciting new brands such as Tusker Premium Cider, Pilsner 7and Black & White Whisky.
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