Keroche Eyes High-End Market With New ‘X’ Beer

Alcoholic drinks manufacturer Keroche Industries has unveiled X Beer, a sugar-free beer targeting high-end consumers. X Beer was launched at a ceremony held on Tuesday, June 29 at the company’s Naivasha plant.

The beer’s alcoholic content stands at 8.8 per cent, and will retail at Ksh250 per bottle. Keroche’s range of beers currently includes Summit Lager and Malt.

The ceremony was attended by top distributors and retailers. With the new product line, Keroche hopes to move a step closer to its goal of capturing at least 20 per cent market share.

The firm boasts over 30 brands, and in recent months has been keen on introducing new products to edge out imports which have dominated various segments.

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“The quality of brand X and its richness is unmatched in the present market. It is targeted at the middle and upper-end market,” Keroche CEO Tabitha Karanja noted at the ceremony.

“For years we have relied on imported strong beer. Being local manufacturers, we have chosen to fill this gap and give Kenyans a beer of great taste that makes for an easy enjoyable drinking experience,” she added.

In April, Keroche introduced Vienna Ice Strong Lager with alcoholic content of 10 per cent.

Foreign beer brands with strong alcohol content levels, such as Denmark’s Faxe and Belgium’s Atlas, have in recent years captured a significant segment of the Kenyan market with their beers whose ABV ranges from 10% to 16%.

Vienna Ice Strong Lager was expected to drive sales at a time when the firm has seen beer production and sales plummet 25% on the back of the Covid-19 pandemic and restrictions that have seen bars and restaurants closed. It is one of two new strong beer brands the firm planned on introducing.

Karanja stated they expected the Vienna Ice Strong lager brand to generate as much as Ksh1 billion in tax revenue for the Kenya Revenue Authority (KRA) annually.

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