Leading East African investment company Centum is looking for an exclusive distributor in Kenya for its King Beverage subsidiary.
King Beverage has been the Kenya distributor for Carlsberg beer since it was established in 2014, with the franchise later extended to cover the whole East Africa region. It has distributed Tuborg beer since its Kenya launch in 2017. In 2016, King Beverage signed a deal with Edrington FIX Middle East (EFME) to become the distributor for Beam Suntory, the world’s third biggest spirits company. The brands added to King Beverage’s portfolio by this partnership include Jim Beam, Courvoisier, Teacher’s and Laphraoig single malt.
Centum is now looking to increase its distributor network throughout Kenya, both in Nairobi and beyond. Areas it is particularly looking at include Eastlands, Thika, Murang’a, Nyeri, Malindi and Kisii.
Increased competition in Kenya means distributors now need to reach beyond central Nairobi to grow their brands and boost visibility. Centrum hope that a new wider distribution network will bring them into direct competition with East African Breweries (EABL).
EABL was established as Kenya Breweries in 1922. It merged with Tanganyika Breweries in 1936 to form EABL. In 2004, it was named by PricewaterhouseCoopers & the Nation Media Group as “the most respected company in the East African region” for the fifth year in a row. It produces local brands Tusker beer, distributes Guinness in the region. In April it announced a US$49.2m investment in capacity expansion and confirmed construction of a new brewery in Kisumu.
Centum also owns Nairobi Bottlers and Almasi Beverages, the two largest Coca-Cola bottling franchises in Kenya, and Kenya Wine Agencies Ltd. KWAL is a Nairobi-based manufacturer, importer and distributor of wine and spirits established a government agency in 1969. Centum considers King Beverage as one of its companies “still in the establishment and ramp up phase”, compared to Nairobi Bottles and Almasi Beverages which are “mature businesses” according to its 2018 Annual Report.
