Kenya’s leading indigenously owned alcoholic spirits manufacturer Africa Spirits Limited (ASL), has launched a new blended whisky targeting to capture the growing whisky market.
The launch of Glen Rock blended whisky follows a two-year product development programme.
Speaking when she confirmed the launch of the new product, ASL’s head of marketing Nyawira Kariuki said the new brand has been formulated under a collaborative venture with European-based Master Blender to offer consumers an inspirational, quality and great tasting whisky.
“At ASL, we remain proudly Kenyan but globally focused with a commitment to continue producing high quality, safe and value for money beverages,” Kariuki said.
Glen Rock whisky forms part of ASL’s market penetration strategy, targeting to meet the current market demand by the mid-level market consumers.
“Glen Rock whisky targets the middle-market customers who are trading up to whisky and are looking to upscale their choices with a great tasting, quality drink,” Kariuki said.
Established in 2004, ASL has played a key role in shaping the local alcohol beverage market, with its brands leading various segments of Brandy, Gin and Vodka.
Its products include: Legend Gold brandy, Blue Moon Vodka flavors (Apple, Mango and Ginger), Gypsy King Gin and the Furaha range among others.
The company is part of the investment portfolio of businessman Humphrey Kariuki. His other interests include WOW Beverages, Dalbit Petroleum, The Hub Karen, Mount Kenya Safari Club, and Great Lakes Africa Energy among others.
As a leader in the industry, ASL was the first local company to introduce non-refillable caps on its product in 2014, a safety measure that ensures the integrity of its products. This technology has now become an industry standard.
“Our consumer base is dynamic and that is why we are inspired to innovate and create products that they can trust. Our commitment to our loyal consumers is providing them with a quality alcoholic beverage they can trust,” Kariuki said.
By Martin Mwita