Africa Spirits launches new whisky

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Kenya’s Africa Spirits Limited (ASL), has launched a new blended whisky targeting to capture the growing whisky market.

The launch of Glen Rock Blended Whisky follows a two-year product development programme. Speaking when she confirmed the launch of the new product, ASL’s Head of Marketing Nyawira Kariuki said that the new brand has been formulated under a collaborative venture with European-based Master Blender to offer consumers an inspirational, quality and great tasting Whisky.

“At ASL, we remain proudly Kenyan but globally focused with a commitment to continue producing high quality, safe and value for money beverages,” Ms Kariuki noted.

Glen Rock whisky forms part of ASL’s market penetration strategy, targeting to meet the current market demand by the mid-level market consumers,

Ms. Kariuki added: “Glen Rock whisky targets the middle-market customers who are trading up to whisky and are looking to upscale their choices with a great tasting, quality drink.”

Established in 2004, ASL has played a key role in shaping the local alcohol beverage market, with its brands leading various segments of Brandy, Gin and Vodka. Its products include: Legend Gold Brandy, Blue moon Vodka, Blue Moon Vodka flavors (Apple, Mango & Ginger), Gypsy King Gin and The Furaha Range among others.

The company is part of the investment portfolio of businessman Humphrey Kariuki. His other interests include WOW Beverages, Dalbit Petroleum, The Hub Karen, Mount Kenya Safari Club, Great Lakes Africa Energy among others.

As a leader in the industry, ASL was the first local company to introduce non-refillable caps on its product in 2014, a safety measure that ensures the integrity of its products. This technology has now become an industry standard.