Kenya Wine Agencies Limited (KWAL) has revamped Kibao Vodka repositioning it to meet the evolving consumer tastes, in line with the company’s long-term growth and value creation strategy.
During the rebrand, Kenyan musical artist, Boutross Mwebia Munene, popularly known as Boutross, was unveiled as the Kibao Vodka Brand Ambassador.
The company is focusing on driving growth in sales and revenue from spirits, the fastest-growing segment of Kenya’s alcohol industry, with a new look Kibao Vodka, targeting a new generation of bold, authentic, and savvy consumers.
The re-brand of Kibao, according to KWAL Commercial Director Jonas Geeraerts, is also geared to connecting with consumers who are opting for spirits as their drink of choice but are also keen on value-for-money.
“We are seeing a growing interest in the new variety for alcoholic spirits as Kenyan consumers try out new experiences and diversify their repertoire of preferred drinks. The demand is projected to rise in the coming years,” said Jonas.
KWAL is banking on changing trends in consumption of alcoholic beverages to increase uptake of its products including Kibao, which remains a popular drink mostly among youthful consumers.
“Some studies, even globally, show consumers reporting a preference for high-quality drinks that offer value-for-money, hence the need for alcohol brands to align with these expectations so as to remain relevant to their clientele,” said Jonas.
As part of the Kibao re-brand, KWAL aims to build its presence in the market by tapping into an emerging generation of consumers with a marketing campaign dubbed “Gen More” that appeals to a bold and genuine aspiration to achieve more in life.
“The Gen More campaign is informed by a consumer survey we conducted over a period of six months. We realized that boldness and authenticity are key attributes that matter to this demographic hence the emphasis on a bold, refreshed look for Kibao,” said the KWAL Commercial Director.