Bacardi opens first African office in Kenya
Ventures-Africa.com - Oct 10th, 12:32
The World’s largest privately held spirits company, Bacardi Limited is set to open its first African sales outlet in Nairobi, Kenya on Tuesday following the growing demand for luxurious goods such as alcoholic beverages by consumers.
With more than 200 brands in its stable across 150 countries globally, Bermuda-based Bacardi Limited is a family owned business founded by Facundo Bacardi Masso in 1862. It has today grown to be one of the most sought after luxurious alcoholic brand by consumers in the liquor industry.
Bacardi East Africa Area Manager, George Cozac said the opening of a sales office in Nairobi is in response to the increased demand for Bacardi Martini Presence in the African market.
Through the new outlet, Bacardi plan to grow its sales while using Kenya to capture a larger share in East Africa.
Bacardi’s physical presence in Kenya will bring it in direct competition with Kenya Wine Agencies Limited (KWAL) and East African Breweries Limited.
International alcoholic beverage companies are eyeing Kenya’s growing consumer market especially with the country’s love for entertainment and sport fiesta which required social drinking.
“I am seeing more people drinking champagne, single malt scotch and cognac. They are luxury products, but more and more people are drinking them,” Moet Hennessy Marketing Manager for East Africa, Nicolas Ruellan, had said in a media interview.
International premium brands like Southern Comfort, Moët & Chandon Champagnes have in recent times increased their stakes in the African market. Heineken last year set up an office to oversee advert distribution while South Africa’s Distell group is also planning to acquire a stake in government-owned wine and spirits distributor, KWAL.
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