German premium beer firm makes Kenya entry

The alcoholic beverages industry in Kenya has recorded remarkable growth over the last half a decade. FILE PHOTO | NMG 

By BRIAN NGUGI

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Summary

• Warsteiner is targeting the country’s rapidly growing market for premium beer.
• The company expects the Kenya entry to give it a presence in the greater East African region.

German high-end beer maker Warsteiner has inked a local distributorship deal that will see it gain a foothold in the Kenyan market.

Warsteiner has entered into an exclusive distribution agreement with Maxam, a Kenyan firm, for the local supply of its premium brand.

The beer maker is targeting the country’s rapidly growing market for premium beer.

Warsteiner expects the Kenya entry to give it a presence in the greater East African region.

“Warsteiner’s entry marks a turning point in the firm’s foray into Africa,” said a brief from the firm’s communication team announcing its planned formal launch Tuesday.

The privately-owned beer maker was founded in 1753 by Antonius Cramer in the German North-Rhein Westphalian city of Warstein and remains in the hands of his family.

The alcoholic beverages industry in Kenya has recorded remarkable growth over the last half a decade.

Kenya is seen as a key market for international beer brands and analysts believe the demand for premium beer brands will continue to increase as disposable incomes rise.