(Last Updated On: February 16, 2015)
Centum has entered the Kenyan beer market by signing a local distributorship contract with Carlsberg, a Danish brewer. The main target is the middle class customers.
This is the company’s strategy to diversify its revenues. It has already invested billions into real estate and energy.
Centum is planning to set up a beer bottling plant after analyzing the sales volumes of the beer. So far they say it is doing very well. Carlsberg is the fourth largest brewer in the world. It was founded in 1847 and currently has sales of around Ksh697.78 billion.
Little marketing has been done in Kenya so not many people are away of the new beer in town. EABL controls the lions share of the market while other places such as Keroche taking up small bits of the market yet still profitable.