KWAL LAUNCHES NEW CANE SPIRIT , CARIBIA
Kenya Wine Agency Limited (KWAL) has diversified its local product portfolio with the launch of Caribia cane spirit. Caribia is a finely crafted smooth cane spirit that is designed to mirror the progressive attitudes and behaviours of the Kenyan Millennial and their dynamic tastes and preferences. The product is packaged in a unique design inspired by the vitality, energy and vibrant expression of the target audience who are lovers of afro-inspired themes.
Through an interactive marketing campaign dubbed Ingia kwenye mix, the new Cane was unveiled during Reggae artist Chris Martin’s concert at Impala Grounds. The launch is in line with KWAL’s strategic plan to increase its market share in the alcoholic beverages market. KWAL Commercial Director Greg Pitt stated the following, “We are delighted to introduce finely crafted Caribia cane which is the latest addition to our growing local brand portfolio. Through informed market research we are committed to continuously craft more refreshing and innovative drinks that appeal to our consumers.”
Exceptional in its unique packaging design, Caribia Cane can be additionally differentiated from other competing brands in the market due its affordable pricing of 220 Ksh for 250ml and 600 Ksh for 750ml. The product has been triple distilled for quality assurance with an alcohol content of 37.5% giving consumers a smooth taste.
According to the Brand Manger Geoffrey Oriku, ‘‘Caribia cane is centred on the inviting and comradery spirit amongst Kenyans. It is anchored on inviting our consumers to experience and celebrate their unique and diverse attributes which we shall be facilitating during our market activations countrywide. That is why we dubbed our campaign ingia kwenye mix. The alcohol market is innovative enabling more competition and giving customers a wider variety of products. At KWAL, we are looking at ways to diversify our product portfolio and create memorable experiences through our brand offering hence our need to produce more competitive and appealing products to suit different targets.’’ The Marketing Manager Christine Ethangatta further explained that the name Caribia was inspired by the welcoming spirit of the Kenyan Culture spiced with a Caribbean twist.