Tusker Premium Ale launched by EABL to capture premium beer market

L-R, Eric Kiniti (Corporate Relations Manager), Daniel Njuguna (Brew Master), Jane Karuku (MD KBL), Valentine Wambui (Brew Master)
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East African Breweries Limited (EABL) has launched a new premium beer called Tusker Premium Ale in a bit to capture the premium beer market in Kenya. The new beer is an ale and was launched under the company’s flagship brand Tusker.

Tusker Premium Ale joins other Tusker brands in the market that include: Tusker Lager, Tusker Malt, Tusker Lite and Tusker Cider.

The new beer is brewed with a selected variety of hops. It is a medium beer with an Alcohol by Volume (ABV) of 5 percent. The liquid has a golden colour and the dominant notes include citrus, mangoes and orange with slight pineapple. It also has woody notes (herbal, clove like).

It comes in a returnable 500ML brown bottle. It is available at a recommended price (RRP) of Ksh. 210 and is already available in some selected outlets.

The Tusker brand has a rich heritage since its launch in 1922 and is the leading beer in Kenya. The previous variant, Tusker Premium Cider, was launched in October 2016 and has been successful in the market. Tusker Premium Ale will bring to five the number of variants now under Tusker trademark; other brands include Tusker Lager, Tusker Malt and Tusker Lite and Tusker Cider. EABL is planning to celebrate 98 years of the Tusker brand later in the year.

East African Breweries Limited (EABL) is a manufacturer of beer, spirits, and non-alcoholic beverages. It was founded in 1922, as Kenya Breweries Limited (KBL), by two white settlers, George Hurst and Charles Hurst. KBL acquired Tanganyika based Tanganyika Breweries in 1935 and 1936, which merged to form East African Breweries Limited (EABL). The company has since grown and now has subsidiaries in Kenya, Uganda, Tanzania and South Sudan.

In 2000, Diageo acquired majority control of EABL. Tusker is the main brand of EABL with over 30% of the Kenyan beer market and it is also the largest African beer brand in the Diageo Group. Other brands it manufactures include White Cap Lager, White Cap Light, Pilsner Lager, Pilsner Ice, Guinness Foreign Extra Stout, Allsopps Lager, Senator Lager, President Extra Lager, Bell Lager and Serengeti Lager.

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