Royal Unibrew in Kenyan market deal

Toasting success: Patrick Gathara and Nyawira Kariuki

Faxe beer brands to be marketed in 500ml cans

Pictured: Royal Unibrew Kenya country manager Patrick Gathara and WOW Beverages head of marketing Nyawira Kariuki

Kenyans now have the opportunity to sample the delights of Faxe beers. It is thanks to a marketing and distribution agreement between brand owner Royal Unibrew and WOW Beverages, a Kenyan importer of wines and spirits that is branching into beer.

Faxe brands, including Faxe Stout, Faxe 10% and Faxe Premium, are to be imported in 500ml cans.

Royal Unibrew country manager Patrick Gathara commented, “This new partnership is a strategic step towards the growth of our beer category and goes a long way into our broader strategy of offering a complete portfolio of brands across the consumer chain.”

WOW Beverages, formerly Wines of the World, was established in 1992 and was the first private company to import wines and spirits into Kenya. The company recently opened a state-of-the-art warehouse and office complex in Thika to accommodate its expansion. Its spirits portfolio includes Jack Daniels, Macallan and Bacardi.

WOW Beverages chief executive officer Chris Lucas said, “This partnership is a strategic step towards the growth of our beer category and goes a long way into our broader strategy of offering a complete portfolio of brands across the consumer chain.”

Royal Unibrew has been an exporter for years of non-alcoholic malt beverage brands from breweries in Denmark to a number of western African nations, particularly Nigeria.