East African Breweries Plc (EABL) on Monday, May 30, commissioned the construction of a microbrewery at Ruaraka, Nairobi, that will serve as an innovation center for alcoholic and non-alcoholic beverages.
The facility next to the Tusker brewery is projected to cost KSh1 billion and will consist of a microbrewery, taste room, taproom and a flagship store.
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, in time to celebrate the 100-year birthday of the business’s first beer “Tusker”.
Speaking during the launch Ms. Karuku said, “Through this 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. We will target our beer lovers, curious millennials and tourists who visit us; offering them exciting drink experiences that will demonstrate our mastery in beer brewing honed over the 100-year journey as they consume our products either on-site or through their preferred vendors.”
This microbrewery will have grand primary spaces where visitors will intimately interact with Kenya’s oldest alcohol producer.
The spaces 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 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.
Thirdly, there will be a taproom (consisting of a bar and restaurant). The taproom will lead the local entertainment scene by providing a unique, engaging customer experience with great food, drinks, and entertainment options.
Fourthly, 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.