GLOBAL spirits company Bacardi has officially set up a representative management office in Nairobi as it seeks to grow the presence of its brands in emerging markets across East Africa such as Kenya, Tanzania, Uganda and Ethiopia.
The continuous growth of various sectors in Kenya, such as wholesale, retail and the service industry has had an impact in an increased uptake by the middle class who are ready to consume premium brands available in the market.
Speaking during the official opening of the office, Bacardi-Martini Middle East and Africa managing director Francois Portier said: "There has been an increase in demand for Bacardi brands in the East African market with approximately 100 per cent growth amongst brands such as Bacardi, Martini, Dewar's and Grey Goose. Our regional growth strategy in the long term is to invest in our brands and people."
Bacardi-Martini brands are distributed locally by its sole distributor Wines of the World Pvt Ltd, a local company with significant experience in the beverages sector.
The group's famous brand Bacardi rum, sold 19,6 milion cases globally according to the spirits industry's 3rd party ranking authority for global spirits industry, The Millionaires Club 2012.