East African Breweries Limited (EABL) has today launched the commissioning of microbrewery plant in Ruaraka, Nairobi, that will serve as an innovation center for alcoholic and non-alcoholic beverages.
The project was commissioned by Jane Karuku- Managing director EABL.
The project is to cost KSh1 billion and will consist of a microbrewery, taste room, taproom and a flagship store.
EABL was established in 1922 , December and come December this year, the company will be 100 years.
The microbrewery 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.
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.”Said Jane Karuku
We are targeting 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.” She further stated.
The microbrewery will provide an experience into the century old journey of delighting consumers and shaping the alcoholic beverage landscape as it shall encompass the EABL journey at every touchpoint of the venue, stimulating local interaction and international awareness of the brand.
This will be brought to life with grand primary spaces where visitors will intimately interact with Kenya’s oldest alcohol producer.
People will be able to celebrate the brewery growth for it started with one brand now celebrating 112 brand.
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 experts.
The taproom will consist of a bar and restaurant. It will lead the local entertainment scene by providing a unique, engaging customer experience with great food, drinks, and entertainment options.
There shall be a world class beer garden that provides a scenic view of the Ruaraka area.
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. The merchandise will largely be designed in collaboration with local artists and entrepreneurs.
Our ambition is to have this 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.” the MD stated