German high-end beer maker Warsteiner has inked a local distributorship deal that will see it gain a foothold in the Kenyan market.
Warsteiner has entered into an exclusive distribution agreement with Maxam, a Kenyan firm, for the local supply of its premium brand.
— Warsteiner_KE (@WarsteinerKE) March 22, 2018
The beer maker is targeting the country’s rapidly growing market for premium beer.
Warsteiner expects the Kenya entry to give it a presence in the greater East African region.
“Warsteiner’s entry marks a turning point in the firm’s foray into Africa,” said a brief from the firm’s communication team announcing its planned formal launch Tuesday.
— Warsteiner_KE (@WarsteinerKE) March 19, 2018
The privately-owned beer maker was founded in 1753 by Antonius Cramer in the German North-Rhein Westphalian city of Warstein and remains in the hands of his family.
— Warsteiner_KE (@WarsteinerKE) March 21, 2018
The alcoholic beverages industry in Kenya has recorded remarkable growth over the last half a decade.
Kenya is seen as a key market for international beer brands and analysts believe the demand for premium beer brands will continue to increase as disposable incomes rise.