‘Second-generation’ kitu gani, I kamata Vienna Ice daily! —Keroche's Tabitha Karanja

 Tabitha Karanja is Keroche Breweries CEO

The Keroche Breweries boss is a captain of industry, thanks to her multi-billion shilling booze empire, but her local MP is accusing her of supplying the market with illicit brew.

Tabitha Karanja spoke to SILAS NYANCHWANI about what she thinks of anti-alcohol crusader John Mututho and why drinking two beers before bed is good for you

How much has Keroche Breweries lost as a result of the recent raids on illicit brew?

It’s not easy to estimate the loss. But in the entire chain, from manufacturing, supply and distribution, we estimate the loss to be around Sh150 million. It could be higher  if you factor in delays in distribution and payments to distributors. This is despite the fact that our drinks are of top quality and certified by various government agencies.

How much is the business currently worth?

There is no doubt that we have grown. This year alone, we have invested Sh5 billion into the plant’s growth and expansion.

What does the term ‘second-generation’ alcohol really mean?

It is simply a term coined by our competitors. The technology used more than five centuries ago to brew alcohol is the same one being used today. There is nothing like second-generation brew.

What does Naivasha MP Hon John Kihagi have to do with the crackdown on illicit brews?

We blame him for the losses. He misled the youths. Then there are our competitors who have monopolised the trade.

Do you blame Nacada Chair John Mututho as well?

Mututho is a politician, and therefore not qualified for the job. All politicians do is please people. Kenya Bureau of Standards (Kebs) and Kenya Revenue Authority (KRA) can ensure compliance. No one at the National Authority for the Campaign Against Alcohol and Drug Abuse (Nacada) is qualified. Nacada and Mututho gave out more licences to brewers and alcohol than under anyone else’s tenure.

See what happened afterwards? Those working at Nacada do not understand the liquor industry. Keroche fully supports the countrywide crackdown on illicit brews. But the right agencies should pursue the companies that do not meet the standards. The war on illicit brew must continue, but it is wrong to use politicians in this exercise. I insist that established structures and government agencies should be used.

What don’t you like about the ongoing crackdown?

I thank President Uhuru Kenyatta for the initiative to rid the country off illicit brews as we are equally concerned about the problem. However, I still think that relevant institutions, namely KRA, Kebs and Nacada should ensure that illicit and poisonous alcohol does not find its way to the market.

 

Any recommendations on the way forward?

These institutions must be made to do their jobs. They have the capacity to vet and ensure that nothing poisonous is sold to the public. They are mandated for that.

Have you taken legal action against Hon Kihagi and Mututho following what you called extremely defamatory and spiteful statement regarding some of your drinks as ‘second generation’ brands?

Yes the matter is now in court.

 What do you want Kenyans to know about your products?

We have invested in quality. A drink like Vienna Ice is a ready-to-drink vodka, you just need to add some fruit cuttings and you are good to go. Summit is a great beer too, and its uptake is really growing.

If you were to have a sitting with President Uhuru, what would you tell him?

I would let him know that the fight he initiated is a good one, but we need to allow relevant institutions to do their job. They are capable and should be held accountable.

Alcoholism is a serious issue today. How many bottles, according to you, should one take?

Two bottles a day at the bar is enough. And may be when you get home, you can add one. But not more than that. Alcohol must not be abused, but should be enjoyed.

What was your turning point?

In 1997, I researched and realised that in the rural market, there was a segment that was not catered for (in terms of supply of alcoholic beverages). What we made was well-received. And the dream has now come true. We have expanded and are now a million-litre brewery and have expanded to other parts of the region. It was emotional seeing the dream come true.

What is your favourite Keroche drink?

I take a Summit everyday before bed. But lately, I have been having a bottle of Vienna Ice. That is why I was shocked seeing cartons of the drink being destroyed.

What is the way forward for Central Kenya youths hooked on alcohol?

A lot needs to be done. And it is really the government’s job to make sure that the right products are sold.