EABL is betting on a new Guinness variant to drive revenue growth
Two hundred and fifty years later, Guinness remains one of the most popular beers in an arguably overcrowded booze market. And, on 27th of September, the Irish brewer which trades in Kenya under the umbrella of East African Breweries (EABL) launched a new lager dubbed ‘Guinness Hop House 13’ to drive revenue growth.
During the full year ended June 30th, EABL announced that despite an increase in excise duty, its bottled beer business was up three percentage points.
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Guinness was largely responsible for this growth, other products were Tusker, senator Keg, and Chrome vodka. These four combined, now make up about seventy-three percent of EABL’s business in Kenya.
Now, in line with drinkers’ changing tastes, the new double-hopped Guinness Hop house 13 promises a distinctive full-flavored lager bursting with zingy hoppiness balanced with a malty finish.
After considerable success in Ireland and Britain, Kenya has become the first market in Africa where the new Hop House 13 has been launched.
Speaking during the launch, KBL’s sales director Mr. Andrew Kilonzo said that the brewer will conduct Hop House 13 activations in 1500 outlets across the country.
As Kenyans continue to down more pints of beer year on year, EABL hopes the new lager will tap into all senses of its consumers allowing them to experience the innovation of Guinness, whose flagship product is a stout beer brewed in Dublin since the 18th century.
