Safaricom CEO, Bob Collymore (left), Airtel's Shivan Bhargava and Telkom Kenya's Mickael Ghossein (right). Safaricom and Airtel CEO’s have presented themselves to the police for questioning October 8, 2013 while Telkom Kenya's was grilled on Monday night. Photos/FILE
By DAVID HERBLING
Bacardi Limited, the world’s largest privately-owned spirits company, will Tuesday open its first African office in Nairobi as the firm seeks to grow sales from emerging markets such as Kenya.
The maker of brands such as Bacardi Martini, Dewar’s, Mojito cocktails, Grey Goose vodka and Drambuie Scotch whisky said it would use the Nairobi office to capture a larger share of the East African market.
The Bermuda-based brewer is eyeing Kenya’s emerging middle class which has developed a fine taste for luxury goods such as spirits, wines and champagne.
Bacardi East Africa area manager George Cozac said that the unveiling of the Nairobi sales office is “in response to increased demand for Bacardi Martini presence in the African market”.
This market has also caught the attention of other premium distillers like Champagne Moët & Chandon, Jameson Irish whiskey and Southern Comfort, which have intensified their market presence in recent years.
South Africa’s Distell Group is set to acquire 30 per cent stake in Kenya Wine Agencies Limited (Kwal), reflecting the growing interest of foreign firms in the Kenyan market.
Bacardi’s search for a bigger pie of the spirits market puts it in direct competition with local firms such as East African Breweries Limited and Kwal.
Bacardi has a portfolio of more than 200 brands and labels that are available in over 150 countries globally. Its net sales stood at $4,576 million last year.
“I am seeing more people drinking champagne, single malt scotch and cognac. They are luxury products, but more and more people and drinking them,” said Nicolas Ruellan, Moët Hennessy marketing manager for East Africa in an earlier interview.
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