KBL eyes light drinkers with 3pc beer – Business Daily

John Musunga is the Managing Director, Kenya Breweries Limited (KBL). PHOTO | DIANA NGILA | NMG
Kenya Breweries Limited (KBL) has introduced a beer with the lowest alcohol content as it races after the health-conscious consumer.
The brewer announced its intent with a new variant of the WhiteCap Light beer with a 3 percent alcohol content.
KBL Managing Director John Musunga said the new beer brand will continue to become more popular, proportionate to consumers’ gravitation towards healthier choices and tastes.
“It is important to innovate against unmet needs for our customers, moderators, occasional consumers and abstainers by offering a credible low and non-alcoholic option into their drinks’ repertoire,” said Mr Musunga.
KBL acting Marketing and Innovations Director Anne Joy Michira said the new beer targets drinkers who looking for an upgrade while sticking to a brand they’re familiar with.
According to CCF data, 62 percent of consumers report that living a healthy lifestyle is important, and amongst this group, 43 percent are making a conscious effort to moderate their alcohol intake, while 45 percent are seeking ‘real and natural’ in their choice of food and drink.
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By Kwetu Buzz

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