Tusker Premium Ale launched by EABL to conquer the premium beer market



East African Breweries Limited (EABL) has launched a new premium beer called Tusker Premium Ale with the aim of conquering the premium beer market in Kenya. The new beer is a beer and was launched under the company’s flagship brand, Tusker.

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

The new beer is brewed with a selection of hops. It is an average beer with an alcohol by volume (ABV) of 5 percent. The liquid has a golden color and the dominant notes include citrus, mango and orange with a light pineapple. It also has woody notes (grass, cloves).

It comes in a brown returnable 500 ml bottle. It is available at a Recommended Price (RRP) of Ksh. 210 and is already available in some selected points of sale.

The Tusker brand has a rich heritage since its launch in 1922 and is the main beer in Kenya. The previous variant, Tusker Premium Cider, was released in October 2016 and has found success in the market. Tusker Premium Ale will bring the number of variants now under the Tusker brand to five; other brands include Tusker Lager, Tusker Malt and Tusker Lite and Tusker Cider. EABL plans to celebrate 98 years of the Tusker brand later this 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 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 EABL’s main brand with over 30% of the beer market in Kenya and it is also the largest African beer brand of the Diageo group. Other brands it makes 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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