KBL launches Sikera Apple Cider to tap into the growing cider market

Kenya Breweries Limited (KBL) has launched a new alcoholic drink, Sikera Apple Cider to tap into the growing cider market.

Sikera is an alcoholic beverage that is made from crushed apples. The new drink is now available in bars and restaurants and other retail outlets. It comes in a 300ml bottle pack with an Alcohol by Volume (ABV) of 4.5 percent and at a recommended price (RRP) of Kshs 150.

Speaking at the launch event in Mombasa, KBL Managing Director Mrs. Jane Karuku said KBL’s twin desire of recruiting new consumers and responding to their changing tastes and preferences led to the development of the innovation.

“The launch of Sikera Premium Apple Cider today, follows the hugely successful introduction of Kenya’s first locally-produced cider, Tusker Premium Cider three years ago. Sikera’s launch is the result a recently-conducted consumer study on the trends driving the alcohol beverage market in our industry. These consumer insights then informed our innovation efforts extending our cider category, to provide a broader variety to our consumers,” said Mrs. Karuku

Sikera Apple Cider will be launched across the country in the coming weeks with expected roll-out to market in the coming days. KBL has prioritised innovations as one of the company’s key growth pillars, with its innovations contributing 22 per cent of East African Breweries Limited’s revenue in the financial year ending June 2019. Recent innovations include Tusker Cider, Captain Morgan Gold and Black & White.

Sikera Apple Cider brings the number of cider drinks that KBL has to three. The others include Tusker Cider and Snapp. Other products in the market include Hunters and Savannah. In May, Kenya Wine Agencies Limited (KWAL) has announced the launch of Hunters Gold in Kenya and also the launch of a new production line for the manufacture of ciders in the company premises on Enterprise road. This move was informed by Kenya’s shifting trends in 2018 on alcohol consumption influenced by a huge move to cider preference. Kenyans consumed an estimated 9 million liters of ciders in 2018 causing an 8.5% and 8.1% decline in the beers and mixed drinks segment respectively.

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