London based drinks firm launches in Kenya to counter established distillers
Kensington Distillers and Vintners (KDV) London, a premium drinks business with a growing foot-print in Africa has announced its entry into the Kenyan market as Monument Distillers Kenya, in a move which seeks to establish some competition against current market players in the lucrative alcoholic beverage sector.
Speaking during the launch ceremony which was held at a Nairobi hotel, Ellis Muhimbise, the Managing Director at Monument Distillers Kenya said, that Kenya’s recent economic upturn necessitated their entry into the market. “It’s a great time for us to take on this heritage brand, Popov Vodka: the vodka category is showing favourable growth as Kenya’s strong economic climate continues.”
According to the 2019 International Wine and Spirits Report, the vodka category in Kenya grew by 22 per cent annually from 2013 to 2018.
“Our consumers and stakeholders can rest assured that Popov Vodka remains a trusted brand that will continue to contribute sustainably to the growth of the Kenyan economy,” he added.
Following this development, Sazerac, the leading US spirits company, has granted Monument Distillers the distribution rights for its portfolio in Kenya – the most prominent brands of which are Popov Vodka, Southern Comfort, Myers Rum, Paddy’s Irish Whisky, Firewater, and Buffalo Trace Bourbon.
“We are delighted to be given the opportunity to continue to grow the brand and for us to use our newly-formed Monument Distillers Kenya business to accelerate the growth of the international brands we have in our portfolio,” said Muhumbise.
The entry of Kensington Distillers into the Kenyan market follows the successful launch of Monument Distillers Nigeria last year. As part of this transition, Monument will be distributing these products through their distribution partner Maxam Limited, a local liquor distributor in Kenya and East Africa.
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