East African Breweries Plc (EABL) has commissioned the construction of a microbrewery, a facility projected to cost KSh1 billion at Ruaraka, Nairobi, aimed at serving as an innovation center for alcoholic and non-alcoholic beverages.
Jane Karuku, Group Chief Executive Officer and Managing Director commissioned the construction of the facility to be open to the public by December which will consist of a microbrewery, taste room, taproom, and a flagship store.
“Through this facility, EABL seeks to shape the future of the alcoholic beverage sector in the region through the development and release of craft and novelty beers. We will target our beer lovers, curious millennials, and tourists who visit us; offering them exciting drink experiences that will demonstrate our mastery in beer brewing honed over the 100-year journey as they consume our products either on-site or through their preferred vendors,” Ms. Karuku stated.
This will be a time to celebrate the 100-year birthday of the business’s first beer “Tusker”. EABL having been established in December 1922, this investment is part of the company marking a year-long celebration of its centenary.
The microbrewery is to serve as a brand home for the company’s flagship beer, Tusker, bringing to life the Tusker experience and imprinting the brand in the hearts and minds, fueling the next 100 years of growth for the business catering for generations.
Microbrewery facility will serve as an innovation center that will provide an indispensable platform to nurture upcoming talent in brewing and liquid development in Kenya, East Africa, and the entire Diageo.
Microbrewery is to provide an immersive experience into the century-old journey of delighting consumers and shaping the alcoholic beverage landscape.
An aim at encompassing the EABL journey at every touchpoint of the venue, stimulating local interaction and international awareness of the brand. This will be brought to life with grand primary spaces where visitors will intimately interact with Kenya’s oldest alcohol producer.
“Our ambition is to have this facility join the league of top tourist attractions in Kenya; offering a world-class brewery visitor experience that has never been seen before in the East and Central African region, “stated Ms. Karuku.
This is to reaffirm and demonstrate the consistent interest in investing in Kenya and the sustainability of our business.
A toast to the next 100-years-journey!