Kingfisher lures women with an apple

Kenya’s ready-to-drink market has a new member: Kingfisher Apple fruit wine from Kenya Wines Agencies Limited (KWAL). The launch of the apple variant on Friday last week came after the firm unveiled a trendy new bottle for the Kingfisher Fruit Wine range.

The new flavour has been developed to capture evolving consumer taste for high quality and unique refreshments. Speaking during the launch, KWAL Commercial Director, Lina Githuka revealed that the apple addition was informed by market research that revealed the discerning nature of today’s consumers. “Our products continue to evolve, especially to capture our consumers’ taste preference and demand for unique refreshments.”

Kingfisher is a Kenyan fruit wine competing in a category predominantly dominated by international firms. The players in the ready-to-drink target mainly ladies between the ages of 18-40 years. “The new kingfisher lady is considered to be outgoing, classy and confident with great aspirations about her life,” said Ms Githuka.

While presenting the new apple variant during the event, KWAL Marketing Manager Jane Mugun said Kingfisher has come a long way in the last three decades. They, she added, begun with changing the old bottle to a new slick and trendy one.
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“With this new apple, we hope to continue giving that great tasting fruit wine that keeps you young at heart while maintaining the same old tradition of quality,” he said. “Kingfisher fruit wine is exciting and the ideal refreshing choice for the elegant and sophisticated lady.

The apple wine is expected to grow KWAL’s market share in the highly competitive ready-to-drink category.