Kenya Wine Agencies Limited (KWAL) has revamped Kibao Vodka as an aspirational brand to meet the consumer tastes.
The company said that the new look Kibao Vodka, targets a new generation of bold and young consumers.
According to KWAL Commercial Director Jonas Geeraerts, the kibao rebranding was also geared to connect with consumers who are opting for spirits as their drink of choice.
Jonas said that they are seeing a growing interest in the new variety for alcoholic spirits.
“This will diversify their repertoire of preferred drinks. The demand is projected to rise in the coming years,” Jonas said during the unveiling of the Kibao Vodka.
KWAL is banking on changing trends in consumption of alcoholic beverages to increase uptake of its products.
“Some studies, even globally, show consumers reporting a preference for high-quality drinks that offer value-for-money. There is need for alcohol brands to align with these expectations so as to remain relevant to their clientele.”
During the launch event, Boutross Mwebia Munene, popularly known as Boutross unveiled as the Kibao Vodka Brand Ambassador.
However,it has a marketing campaign dubbed “Gen More” that appeals to a bold and genuine aspiration.
The Gen More have conducted survey campaign over a period of six months.
“We realized that boldness and authenticity are key attributes that matter hence we emphasize on a bold, refreshed look for Kibao,” explained the KWAL Commercial Director.
According to Global Drinks Intel, brands require a deeper understanding of consumers’ needs and habits.
In 2019, Kibao Vodka was recognized as the Top 100 World’s Fastest Growing Spirits Brand, having undergone a revamp in 2018.
The rebrand will see the company increase the production of its wide range of wines, spirits and ciders-
featuring in-demand brands like Hunter’s Choice Whisky, Caprice Wine, Savanna and Hunter’s Cider.
Jonas said that producing alcoholic beverages locally will help the firm increase competitiveness through pricing and exports to the regional.
