Brewer’s legendary rise from rags to riches

By Kenneth Kwama

George Hurst, the white settler who founded Kenya Breweries (now East African Breweries Ltd), was a socialite who loved hunting. He started a joint venture with his brother, Charles, and together, formally registered the company on December 8, 1922.

Their first beer was brewed in small copper vessels heated by firewood. It was bottled by hand, and the Breweries’ first order of ten cases was personally delivered to the General Manager of the Stanley Hotel. Then, the hotel was a hanging point for visiting presidents and world-renowned figures, like American writer, and journalist, Ernest Hemingway. Tusker was reported to be Hemingway’s favourite beer.

The unique Lager became part of East Africa’s tradition.

George was killed by a charging bull elephant while on a hunting expedition in 1923. His brother named the famous lager George had created ‘Tusker’, in memory of his tragic death. Large male elephants are called ‘tuskers’.

"Today, Tusker, the beer from the shadow of Kilimanjaro, is known throughout the world. And now, you can enjoy this special international favourite, which is made from equatorial barley, and pure spring waters in Kenya," states an article posted on www.internetwines.com.

The company now has breweries in Ruraka, and Mombasa, and owns other breweries in Uganda, and Tanzania.

Over the years, Tusker has grown to become EABL’s main brand, and commands over 30 per cent of the Kenyan beer market, selling more than 700,000 hectolitres annually. Tusker is also the largest beer brand in the Diageo group of companies.

The brand was first marketed in 1923, shortly after the death of the founder of the company, George Hurst. They also unveiled the elephant logo, that is synonymous with Tusker Lager, in the same year.

Besides its core business, EABL also run some of the largest corporate social responsibility programmes through the EABL Foundation, which was founded in 2005.

The company has started projects in Kenya, Uganda and Tanzania that are aimed at improving water supply, health, environment, education and training, among others. The Foundation has also supplied over $one million in university scholarships to needy students.

Save a Life Fund

EABL also conducts special projects in times of disaster, and when emergency relief is needed. Most recently, the Foundation took part in the ‘Save A Life Fund’, in which it donated over Sh14 million towards famine relief.

According to information posted on www.superbrands.com, Tusker has two main variants, namely, Tusker Lager, and Tusker Malt Lager. Tusker Lager is available in a 330ml can, 500ml Euro bottle, and a draught format, known as Tusker Keg, while Tusker Malt Lager is available in a 300ml green bottle.

"Apart from becoming the beer of choice for people of all ages, Tusker also aims to have a universal appeal to adults of all age groups. Due to its rich Kenyan/East African heritage, the brand has tended to appeal to ‘mature’ East African men, and a large percentage of the brand’s sales volumes come from the older age group," states the article.

Tusker and Tusker Malt Lager have entered the International Monde Selection – the equivalent of the Oscars for the beer industry — more than five times. And each time, the brands have bagged gold medals, signalling their superior quality.

Last year, UK’s supermarket chain, Tesco, began selling Tusker, and was soon followed by another key supermarket chain, Sainsbury.

In 1994, Tusker brands sold more than one million metric cases, and owned 60 per cent of Kenya’s beer market. It is speculated that Tusker could be the first on the African continent to reach the North Pole, courtesy of a group of people on an expedition, led by Peter Goss. The group planted the Tusker Lager flag there.

Sense of patriotism

According to Superbrands, Tusker has a heavy media presence, which underpins the drinking experience in most of the brand’s activities.

"Most initiatives involve appealing to consumers’ sense of patriotism, and the belief in the Tusker heritage as the main benefits of consuming it," the website says. Every bottle of Tusker Lager has a label that reads ‘My country, my beer".

"This has seen the brand maintain its leadership in East Africa as the biggest brand by both volume and value, in the last two decades. In Kenya it is still the number one brand, commanding a 30 per cent market share in the branded/bottled beer segment," it added.

The sky is seems to be the limit for the growth of the Tusker brand, as it strategically positions itself in the lucrative social events segment, where it is already widely accepted as the beverage to drink in social occasions.

"The changing retail trend has seen Tusker expand its distribution channels to include leading supermarket chains countrywide. Tusker Keg can be delivered to outdoor functions and events."