United Dutch Breweries (UDB) eyes Kenyan beer market

A Dutch brewer is targeting the local market with strong alcoholic beverages, betting on opportunities presented by last year’s ban on illicit drinks.

United Dutch Breweries (UDB), the third largest brewery in Netherlands, will tomorrow formally make its entry into Kenya with the launch of Atlas and Royal Dutch range of beers.

The firm’s representatives arrived in the country earlier in the week for the Saturday launch as they seek a slice of the lucrative beer market in Kenya, dominated by Diageo-owned Kenya Breweries.

UDB has appointed Jovet Kenya Limited, the immediate former distributor of its Dutch rival Bavaria beer, as its sole distributor in Kenya and the East African region.

“Kenya is an exciting market and we are pleased to launch our products here. The variety of our product portfolio ensures that we have drinks that are affordable across all market segments. There is something for everyone,” said UDB sales manager for Africa Sander Bos.

He added that the Royal Dutch Post Horn beer will be the flagship brand as it is already being exported to more than 70 countries. It has an alcohol volume of 5 per cent. In Kenya, it will be available in a 500ml can, and also in non-returnable bottles of 330ml.

The Atlas range by UDB is a range of strong beers ranging from 8.5 per cent alcohol volume. One strong Atlas beer is equivalent to four normal beers, hence a good product for those seeking to spend less on drinking.

“The strong beer targets people who want to drink quality, premium beer but at a lower cost. It is ideal in curbing the use of illicit brews and second generation liquor because taking one is like taking three to four normal beers at the price of one so it is pocket friendly even for those people in the low-income areas,” said distributor Daniel Munene.

UDB will also launch Trio Stout, a dark iron-rich beer and a range of malted non-alcoholic drinks under the Classic brand.