Kenya Breweries Ltd (KBL) has finally launched the long awaited Tusker Cider into the Kenyan market. Rumors of the impending launch of the drink surfaced on social media some time back but KBL did not deny or confirm leaving many to think that it might have been a hoax. For those who might not be in the know a cider is an alcoholic drink made from crushed apples. It makes history as the first locally-produced cider in East Africa.
Tusker cider was launched to cater to the taste of the consumers are travelled, discerning and willing to try out new products. It is expected that this drink will appeal to the rising middle class segment of millennials who currently comprise about 35% of the population according to the Kenya National Bureau of Statistics.
KBL seems to have launched this cider under the popular Tusker brand with an aim of ensuring that their new product benefits from Tusker’s visibility. This has saved them the hassle of pushing a new brand into the market which might have faced slow uptake from consumers.
The cider will come in 500ML bottles and will retail at a recommended retail price of Kshs.140.