Premium Positioning For Johnnie Walker Blue

East African Breweries PLC (EABL) has reiterated its commitment to lead the way in the premium positioning of the alcohol beverage market as consumer trends continue to shift towards quality, sophistication and exceptional experiences.

Speaking during the Blue Experience event in Kisumu, hosted by the Johnnie Walker Blue Label brand, Kenya Breweries (KBL) Commercial Director, Mr Joel Kamau, attributed the growing preference for premium brand to increasing appreciation for craftsmanship, driven by discerning tastes, and a desire for quality over quantity in drinking choices.

“Today, consumers are choosing to drink better and not more,” Mr Kamau said. “This shift signifies a desire for elevated experiences, where each sip is savoured and appreciated. That is why we are proud to host this event today to showcase EABL’s dedication to driving product premiumisation in the Lake Region.”

Increasing affluence, globalisation and exposure to luxury within the Kenyan market are also fuelling the preference for premium brands. According to 2017 Knight Frank’s Wealth Report, Kenya boasts the world’s fourth-fastest-growing population of ultra-wealthy individuals (UHNWIs), with a growth rate of 93% since 2006, trailing only behind China, India, and Vietnam. By the year 2026, there is a further projected growth of 80 percent.

The exclusive evening occasion brought together over 170 consumers and distributors from Kisumu and the larger lake region. The immersive experience treated guests to guided tastings as they learned about the craft that delivers Johnnie Walker Blue Label’s unique flavour profile, included opportunity to enjoy exclusive tastings, learn about the Johnnie Walker Blue craftsmanship and heritage, as well as network with their fellow industry professionals and enthusiasts.

 “Moving forward,” Mr Kamau said, said “we intend to continue engaging our Lake Region consumers with occasions tailored to suit their desire for elevated experiences and premium whisky.”

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