EABL has launched five new products in the last year with the most recent one being the Smirnoff Ice Green Apple.
“The launch of Smirnoff Ice Green Apple is driven by the company’s commitment to continually innovate at scale in order to provide consumers with more options in their drinks repertoire and expand their experience within the alcoholic beverage market,” Jane Karuku, MD Kenya Breweries Limited said.
The new product launch comes at a time when the company has reported a four percent decline in net sales for the first half of 2018. In 2017, the company’s main brands were Guinness, Tusker, Triple Ace Vodka, and Senator Keg Fusion.
EABL has introduced the new products with the aim of targeting millennial customers’ preference and taste so as to increase brand relevance.
“Millennial consumers are a dominant consumer category globally. They have influenced the country’s direction and KBL has leveraged on their emerging trends in order to make our products accessible to them and relevant across multiple alcohol-beverage categories. Innovation contributed Sh5.4 billion (18 percent of KBL sales) in H1 2018,” Stephen O’Kelly, marketing and innovations director KBL said.
A study on how to achieve brand success shows that about 63 percent of its global respondents said they like it when new products are introduced into the market because it gives them more choices while 57 percent said they bought a new product on their last shopping trip. This shows that innovation drives sales and profitability.
Innovation also influences brand preference and the company is regarded as an industry expert.
“This new addition to the Smirnoff Ice range has an intriguingly sweet and sour taste of green apples, perfectly balanced for an exciting drinking experience. It is a ready-to-drink product that caters to our customers’ dynamic preferences. We are confident the new drink will add boldness and variety to the vibrant Smirnoff brand,” Karuku stated.