KBL EXPANDS INNOVATION PIPELINE WITH NEW REDSTAR VODKA

Nairobi, Kenya, 7th Dec 2019.
Kenya Breweries Limited has unveiled a new innovation in its spirits category with the launch of Red Star, a new vodka in the market.
Red Star Vodka is a distinctively crisp and smooth quality vodka with a smooth clean finish , perfect for lively cheerful moments and occasions.
The new KBL value proposition is their fifth innovation in a year, further boosting the company’s formidable reputation as a key innovation driver in the Kenyan fast-moving consumer goods category. The brand is now available in the market in 250ml and 750ml glass bottles, retailing at recommended retail prices (RRP) of KShs 250 and KShs 670 respectively.
Speaking at the launch of the new product, East African Breweries Limited, Head of Innovations Joyce Kibe said that the introduction of Red Star Vodka in market is driven by the company’s commitment to continually innovate at scale in order to provide consumers more options in their drinks repertoire and expand their experience within the alcoholic-beverage market.
“We are delighted to launch this exciting new drink, Red Star Vodka. The introduction of this new value proposition is informed by insights where consumers are keen to expand their range of drinks in their occasions and celebrations. We believe Red Star caters to this need and provides an exciting new option in the vodka category,” said Ms. Kibe.
She added “We are really excited about the introduction of the Red Star Vodka in the market. Extensive market research has driven our innovations focus over the past few years with the overwhelming success of our new innovations in the recent past. Red Star will help expand this range of innovation offering that will follow our recent introduction of Tusker Premium Ale, Sikera Premium Apple Cider, Hop House 13, Guinness Smooth in the Kenyan market,.”
Red Star Vodka’s embodies the characteristics of the target consumers who are, fun, trendy and confident looking to experience new tastes.
KBL’s business direction continues to make products increasingly accessible and relevant to this market category. With constant evolving profiles of this market category through tastes and preferences, KBL has continued to leverage this valuable insight to guide their innovations agenda across multiple alcohol-beverage categories.