WOW Beverages eyes beer market with Danish brewer deal

WOW Beverages eyes beer market with Danish brewer deal

Alcoholic beverage distributor WOW Beverages has entered into a supply deal with Danish brewer Royal Unibrew enabling it expand into the beer market.

Traditionally a spirits and wine distributor, WOW will now be the local distributor for Royal Unibrew’s Faxe Beer.

Royal Unibrew is Denmark’s second largest brewer that sells and distributes beer, malt beverage soft drinks and cider.

WOW Beverages Chief Executive Officer Chris Lucas said in a statement the partnership would bolster its business line enabling it meet a growing demand for international beer brands.

“This partnership is a strategic step towards the growth of our beer category and goes a long way into our broader strategy of offering a complete portfolio of brands across the consumer chain,” Mr Lucas said.

Royal Unibrew Country Manager Patrick Gathara said the distribution deal would give it faster access into the market as it plans to introduce other products.

“We were looking for a company with a robust and extensive national distribution network to enable us to serve our Kenyan consumers nationwide,” Mr Gathara said.

Royal Unibrew will introduce three products namely, Faxe Stout, Faxe 10 percent and Faxe Premium in 500ml cans.

WOW Beverages is part of the business portfolio of billionaire businessman Humphrey Kariuki and is credited as the first private company to import wines and spirits in the country.