Kenya Breweries Limited (KBL) has unveiled a new gin brand, Gilbey’s Mixed Berries Flavour. The introduction of Gilbey’s Mixed Berries Flavour follows a successful revamp of the gin category by KBL. This is the first time Gilbey’s Trademark has innovated to recruit new gin and non-gin consumers in Kenya.
Gilbey’s Mixed Berries Flavour will be packaged in three different sizes, 250ml, 375ml and 750ml bottles, with a recommended retail price of Sh460, Sh640 and Sh1,350 respectively.
Speaking at the launch in Nairobi, EABL Marketing and Innovations Director, Graham Villiers-Tuthill said the business is responding to changing consumer tastes, hence this innovation. “The launch of Gilbey’s Mixed Berries comes at a time when gin movement is exploding in the country. In a year, we have launched three gin brands, which are Tanqueray Sevilla, Gordon Pink Gin, and Chrome Crisp Gin. All these brands have been received well by consumers. Today’s consumers are looking for existing, flavourful and delicious drinks, hence the opportune time to expand Gilbeys Gin with a new flavour,” Mr Villiers said.
Gilbey’s Mixed Berries combines the flavour of various berries with the high quality and smooth taste of Gilbey’s Gin to deliver a delicious drink experience best enjoyed with tonic.
Effie Thion’go, Head of Innovations, EABL stated that “Today’s launch demonstrates our leadership in the gin category in the country. Our desire and ambition to innovate have led us to flavoured gin category, which is growing faster worldwide.”
She added, “Gilbey’s Gin is a segment leader in the gin category in Kenya hence KBL is looking to increase its momentum and tighten its grip on the market with the introduction of the new variant. To accelerate the awareness, we shall introduce a new campaign dubbed #OpenGoodTimes. The campaign rallies consumers to make every moment a good time as they socialise with their friends and try new flavours and trends.”