East African Breweries Plc (EABL) Monday commissioned the construction of a micro-brewery at Ruaraka Nairobi that will serve as an innovation center for alcoholic and non-alcoholic beverages.
The facility next to the Tusker brewery sits on 19,000 Square metres of land and is projected to cost Sh.1 Billion. It will consist of a taproom, taste room, flagship store and ultra-modern beer garden.
The construction was commissioned by Group Chief Executive Officer and Managing Director Jane Karuku and is expected to be opened to the public by December 14, in time to celebrate the 100-year anniversary of the business’s first beer “Tusker”.
Speaking during the event, Ms. Karuku said that through the facility, EABL seeks to shape the future of the alcoholic beverage sector in the region through the development and release of craft and novelty beers.
She added that the Company will target beer lovers, curious millennials and tourists who visit; offering them exciting drink experiences that will demonstrate mastery in beer brewing honed over the 100-year journey as they consume EABL products either on-site or through their preferred vendors.
“The micro-brewery will serve as a brand home for the company’s flagship beer, Tusker, bringing to life the Tusker experience and imprinting the brand in the hearts and minds of present and next generations, fueling the next 100 years of growth for the business,” she said.
Karuku noted that in addition, the facility will serve as an innovation center that will provide an indispensable platform to nurture upcoming talent in brewing and liquid development in Kenya, East Africa, and the entire Diageo operation.
She said that the spaces in the micro-brewery will include brewing facilities in which the end-to-end processing of products will take place; from production to packaging for in-bar consumption or shipping to partner outlets.
“There will also be a taste room where visitors will learn about and sample the various brews that we offer in a guided session led by sensory experts,” said Karuku.
The CEO noted that there will be a flagship store that will be accessible to the public. It will function as a souvenir joint to allow our consumers to purchase our brands and branded merchandise. The merchandise will largely be designed in collaboration with local artists and entrepreneurs.
“There will also be a taproom consisting of a bar and restaurant and a world class beer garden that provides a scenic view of the Ruaraka area,” she said.
The CEO stressed that the company’s ambition is to have the facility join the league of top tourist attractions in Kenya; offering a world-class brewery visitor experience that has never been seen before in the East and Central African region.