Business Daily (Nairobi)
Emmanuel Were And Stebe Mbogo
24 April 2008
East African Breweries is to roll out a canned beer production and filling line as it seeks to increase off the bar beer sales from the current three to 12 per cent.
EABL has been importing its canned beer from its sister company in Mauritius but this week's mass marketing of the canned product means local production is necessary because of expected higher volume sales.
The company, however, did not disclose the amount of the money it will invest in the new cans production, filling and recycling plant to be located at its Ruaraka base.
The beer maker said the mass marketing of the canned beer is targeting young professions aged between 25 to 35 years, who may find convenience in having their drinks in other places apart from the bar.
The Sh80 million marketing campaign will initially target Nairobi and Mombasa cities as test cases before being launched across the country later in the year, said Patricia Ithau, EABL marketing director.
By then, the production line is expected to be functional.
EABL has partnered with Greenloop, a plastic recycling company in Kenya that will spearhead the environmental campaign to ensure cans are collected and recycled. The canned beer is expected to save consumers the trouble of carrying empty bottles when buying beer.
Be the first to Write a Comment!
Copyright © 2008 Business Daily. All rights reserved. Distributed by AllAfrica Global Media (allAfrica.com). To contact the copyright holder directly for corrections — or for permission to republish or make other authorized use of this material, click here.
AllAfrica aggregates and indexes content from over 125 African news organizations, plus more than 200 other sources, who are responsible for their own reporting and views. Articles and commentaries that identify allAfrica.com as the publisher are produced or commissioned by AllAfrica.
