Heineken East Africa general manager Uche Unigwe (Center) is joined by Trade and Marketing Manager Kenya, Lydia Njeri and Brand Ambassadors during the launch of Amstel beer.  PHOTO | COURTESYHeineken East Africa general manager Uche Unigwe (Center) is joined by Trade and Marketing Manager Kenya, Lydia Njeri and Brand Ambassadors during the launch of Amstel beer. PHOTO | COURTESY
By COLLINS NABISWA

Heineken East Africa on Wednesday announced the launch of Amstel beer into the Kenyan market.

Speaking at the launch event in Nairobi, Heineken East Africa General Manager Uche Unigwe said the introduction of Amstel was informed by the growing demand by Kenyans for a different brand of quality beer in the market.

“This provided a great opportunity for us to expand our portfolio of products thus we brought in Amstel to meet this demand”, he said.

Uche noted that Kenyan beer drinkers now have the option of socializing without sacrifice with a beer that instills the confidence of a premium brand choice without losing taste or image.

DOMESTIC BEER

“We want consumers to question their relationship with their current domestic beer and we are confident they will ‘succumb to the aaah taste’ once they’ve experienced Amstel,” said Uche.

He further noted taste tests show that Amstel generates a positive response among consumers.

“Consumers prefer Amstel beer for its refreshing taste and many will consider Amstel as their beer of choice for a wide variety of occasions, including after sports, brunch, corporate events and social gatherings,” said Uche.

This launch brings the third major brand into the Heineken East Africa stable after Heineken and Desperados increasing its brands through a repertoire of international beers.

“This entry by Amstel will add momentum in transforming Heineken East Africa’s existing business across the country by extending its footprint, increasing scale and further strengthening its brand portfolio,” said Njeri Mburu Marketing Manager Heineken East Africa.

She added: “Amstel is a winning proposition for retailers and on-premise operators as it offers an imported alternative to their domestic premium beer selection. We are the official sponsors of the Europa League and we plan on bringing the momentum of the beautiful game to the region, as you are aware the Europa League is growing.”