KWAL Launches Alcohol-Free Savanna

Kenya Wine Agencies Limited (KWAL) has unveiled its latest product, an alcohol-free cider, as it expands its portfolio to capture the consumer who occasionally prefers or desires to switch to low—or no-alcohol beverages.

The company is seeking to increase its share of the growing market for cider in Kenya as consumers, mostly Millennials, seek out new tastes and flavors, especially refreshing alternatives to traditional beverages like beer and spirits.

According to KWAL Commercial Director, Jonas Geeraerts, Savanna Cider 0.0 is for the consumer who may or may not prefer alcohol at a given time but has an affinity for the unique taste that cider offers and is also looking for a premium drink that resonates with their lifestyle choices.

“There is a demand for premium drinks that resonate with the consumer’s preferred lifestyle without compromising quality or taste. That’s exactly the need that Savanna Cider 0.0 is addressing,” said Mr. Geeraerts during the launch event in Nairobi on Friday.

He added, “Savanna Cider 0.0 offers the same premium, crisp apple taste in a cider and is a great choice when one wants to enjoy great social connecting moments with friends without getting tipsy. One could also switch between the alcoholic and non-alcoholic variants depending on the occasion.”

Savanna Cider 0.0 now becomes part of KWAL’s growing cider portfolio that includes three other variants, namely, Savanna Dry, Savanna Angry Lemon and Savanna Light with only 3% ABV. In 2019, KWAL launched a new production line for ciders, aiming to garner a sizeable market share in the segment and is currently producing Savanna Dry locally.

Cider is a fermented drink typically made from apples and other ingredients, and conveys a unique, premium, crisp apple taste. According to Global Data, the total world cider market was valued at about $ 14.2 billion (Ksh. 1.96 trillion) with 2.6 billion liters consumed in 2023.

Cider is also increasingly popular among women and young adults of drinking age and has gradually become popular with male consumers. A report published by Heineken in the UK in 2022 reveals that Generations Z and Y (ages 18-34) make up over half of all cider drinkers. The reports also say cider consumers are likely to spend more or try out different variants, allowing brands to innovate in line with trends in the market.

Mukami Miriti, Savanna Brand Manager at KWAL, said the popularity of cider mainly lies in its appeal to youthful drinkers. “Cider is emerging as a great option for that premium consumer looking to try something new. Whether dry apple or lemon flavor, low or alcohol-free, our Savanna Cider range offers these different options for both men and women above the legal drinking age.

Savanna Cider was awarded the No. 1 Cider in the World in 2023 by IWSR, a globally renowned research company.

This is not the first non-alcohol drink that KWAL is launching in the Kenyan market. In 2022, the firm introduced Heineken 0.0, a premium non-alcoholic beer that has become popular among the premium beer consumers.

KWAL Head of Marketing, Dr. Senorine Wasike, says that KWAL’s push into the low or no alcohol-free beer and cider segment is also informed by the need to create inclusive drinking experiences for consumers who don’t want to feel left out of the party.

“Savanna Cider 0.0 is all about creating great experiences for those above 18 years of age who do not want to drink alcohol but want to enjoy the party and savor their premium cider moment without the aftereffects of alcohol,” explained Dr. Wasike.

KWAL is banking on such trends to diversify its product range comprising ciders, beer, wines, spirits, and flavoured alcoholic drinks, while strengthening its presence in the region. The company operates a Ksh. 3 billion state-of-the-art factory at Tatu City, in the outskirts of Nairobi City.

Savanna Cider 0.0 is now available at leading retailers, supermarkets and online shopping platforms.

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