Kenya Breweries Limited (KBL) has launched Smirnoff Ice Green Apple as it continues to diversify its products in a market where sales of spirits are growing fast compared to beer.
The ready-to-drink alcoholic beverage comes in a 300ml bottle.
This new addition to the Smirnoff Ice range has a sweet and sour taste of green apples.
“We are extremely proud to launch the Smirnoff Ice Green Apple in the market. It is part of our broader agenda to innovate products that address changing tastes and preference across a diverse category of consumers in the Kenyan market,” Jane Karuku, KBL managing director said in a statement.
The Smirnoff Ice Green Apple is the fifth variant of Smirnoff ice in Kenya after Smirnoff Black Ice, Smirnoff Red Ice, Smirnoff Ice Guarana and Smirnoff Ice Ginseng.
Speaking to Nairobi News during the launch, Kenya Breweries Limited head of spirits Ann Joy Muhoro, said with the emergence of millennials as a dominant consumer, the company wants to continue to make products relevant to this market category.
“Our target is those aged 20 to 30, and at a recommended price of Sh140, I think it is the target for us,” said Muhoro.
She added that they are not worried about cannibalization in the market as everyone has a choice.
The spirits market is one of the most lucrative for manufacturers locally and has posted steady growth in recent years.