Kenyan Brewer launches new non alcoholic drink

East Africa Breweries Limited, the region’s leading producer of branded alcohol beverage has launched a new soft drink Alvaro.

This comes in the wake of another non-alcoholic one, Malta Guinness Malta Guinness is however yet to make an impact in the market, due to cut throat competition posed by mineral water products, Cocacola, and packed juices.

The new Alvaro non-alcoholic malt-based drink will retail at Ksh 25 and will be available across all channels both in bars as well as other domestic retail outlets.

According to EABL’s strategy Director Gerge Karanja, Alvaro is a sophisticated adult drink and stays true to EABL’s spirit of innovation which is their key pillar of growth and that it was the first of many products that will be launched by the company’s part of the EABL-Diageo partnership in Nairobi.

Diageo is a global giant in premium drinks and the majority shareholder at EABL. Karanja said to ensure the growth of Alvaro in the market and achieve the estimated five per cent of the market, the brand would be supported by sampling at various outlets.

Besides undertaking visibility campaigns, he added, the drink would also sponsor different activities especially providing an alternative at various events hosted by EABL as part of the brand’s campaign.

Diageo Africa Innovations Director, Mr Chris Thomas, said Kenya was the first country to pilot the drink because of its dynamism.