HomeFEATURED ARTICLEWhiteCap, Refreshing After 70 Years, Gets a Premium Look

WhiteCap, Refreshing After 70 Years, Gets a Premium Look

Kenya Breweries on 23rd March 2020 unveiled a new pack design for its WhiteCap Lager brand. The new WhiteCap Lager pack includes a redesigned logo adapted from its original, historic form, which proudly highlights its 70-year heritage.

As one of the most storied brands in the Kenya Breweries portfolio, it was felt that the time was right to elevate the livery of the WhiteCap. The new pack also represents a reinforcement of KBL’s strategy of positioning WhiteCap Lager as the leading local premium beer, as well as keeping up with the evolving needs of its customer base.

Premium brand

“This exercise is the product of a lot of research and numerous conversations with our consumers,” EABL’s said EABL Head of Marketing Beer AnnJoy Muhoro. “Premium brands all across the globe are evolving, as far as positioning is concerned. Packaging continues to be a major trailblazer in terms of brand perception and value creation to consumers.”

WhiteCap Lager, which already offers high-quality distinctive taste, is now available in a sleek new glass bottle and will continue to retail at the same price of Ksh170 for the 500ml bottle. “The groups that we spoke to all gave us a unified response; that the time was right for WhiteCap Lager as a premium brand to shake things up and break new ground for premium beer in Kenya,” Ms Muhoro added.

This repackaging will also serve as a refresh to provide some excitement for longtime consumers of WhiteCap Lager as well as provide a unique opportunity for a new generation of beer drinkers.

There are also structural changes to the packaging of the WhiteCap bottle. The can format will also undergo a transformation later in the year into a new premium, more progressive look. Customers have an exciting new visual identity for the canned WhiteCap Lager to look forward to.

Ms Alice Owambo, Emerging Beers Marketing Manager, said design is absolutely integral for any brand especially for a beer with 70 years of heritage.

Oldest beer brand

“We are incredibly proud of the new direction the brand aesthetic is taking, highlighting our Kenyan heritage but also modernizing WhiteCap to lead consumers’ expectations of a premium brand. We’re confident this refreshed design will stand out on shelves and highlight the qualities of WhiteCap, which make us one of  Kenya’s  favourite alcohol brands.”

WhiteCap Lager is one of Kenya’s oldest beer brands with a heritage spanning more than 70 years. The refresh of a beer brand of WhiteCap’s pedigree is not only a significant milestone but also a show of intent for the future.

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