Kenya Breweries Limited (KBL), in partnership with The Liquor House, has opened a liquor supermarket on Kiambu Road. The liquor shop is fitted with Diageo’s tasting room, where most of KBL’s products will be displayed.

Speaking at the launch, KBL’s Head of Spirits Flavia Othim said, “The store will enable KBL to do a market test and learn within the direct-to-consumer environment. Off-trade has been an integral part of our business, especially during this time in the new normal. Therefore, we believe that this space will help us, understand consumer’s needs and give them the opportunity to interact with our products,” Ms. Othim said.

Among other brands, The Liquor House Store will showcase the following:

  • Singleton
  • Don Julio
  • Bulleit Bourbon
  • Lagavulin
  • Ciroc

The main counter area will feature a multipurpose tasting bar, multi-tiered display unit and digital media learning centre.

“We have created a branded retail experience that brings to life Diageo reserve products in a high traffic location. The store-within-a-store concept has become very popular in the retail industry because brands can control the environment and incorporate specific brand touchpoints without incurring the expense of a stand-alone store,” said Catherine Maribei, Reserve Brands, Brand Manager.

The Diageo room will transform fine drinking and cocktail culture using its reserve brands portfolio including Ketel One and Cîroc vodkas, Ron Zacapa rum, Johnnie Walker Super Deluxe range and their single malts Range.

Guests were treated to cocktails prepared at the spot using their bartender’s customized recipes, at the event hosted by KBL.