EABL. has been a leading brewer of adult alcohol in Kenya since it began its operation in the year 1922. It was founded by Charles and George Hurst.
The organisation is a branded alcohol beverages business with an extensive collection of brands which range from adult non-alcoholic drinks (ANAD), spirits and beers. EABL. is based in Nairobi (EABL., 2013). The organisation’s diversity as a vigorous company is revealed in its subsidiaries which include: Kenya Breweries Limited, Uganda Breweries Limited, Serengeti Breweries Limited, UDV.
, East African Maltings Limited and East African Breweries International.Both UDV. and EABL. are subsidiaries of Diageo meaning they import some of the products from its mother company based in London. The Kenyan based company is involved in branded beverages marketing, production and distribution (EABL.
, 2018).Type of OrganisationEABL. is a profit-making total beverage private limited company registered under limited liability. The organisation is a Kenyan based holding company involved in alcoholic branded beverages marketing, production and distribution.
Size of OrganisationAccording to interview I conducted with EABL.’s marketing manager, the Kenyan organisation has a total of 2000 permanent employees and more that 20 contracted employees in each department including suppliers and distributors. The organisation has the following departments; Sales department, cooperative relations, supply, finance, procurement, marketing, logistics, consumer planning and legal departments (EABL, 2018). Range of Products and ServicesEABL’s product range incorporates several beverage beer and spirits brands.
Beer brands include Tusker Lager which is its flagship brand, Tusker Malt Lager, Pilsner, Guinness, President Lager, White Cap, White Cup Light, Allsopes, and Senator. The organisation also produces non-alcoholic drinks such as alvaro and Malta Guinness. Both certified by Kenya Bureau of Standard as non-alcoholic adult drinks (EABL., 2018). Spirit product include: Johnnie Walker, Smirnoff and Baileys.
Customer BaseEABL operates in a market that incorporates both Business to Business (B2B) and Business to Customer (B2C) trading. The company sells to other wholesalers, distributors, retailers and to customers directly in their product activation platforms. As a consumer driven business, the organisation takes time the market and understand the consumer needs wants and how to satisfy them as well (EABL, 2018).
Main CompetitorsThe main competitors to EABL. includes is subsidiary company UDV. Kenya Limited owned by its mother company Diageo PLC. Its core business is the manufacture, marketing and sales of spirit products which include Popov, Smirnoff, Gilbeys, Chelsea, Richot, Kenya Cane, Three Barrels, Kenya Gold, V;A and Bond. It also imports and distributes the following products from its mother company: Bailey’s, Gordons, Johnnie Walker, J&B Whisky, Pimms, Captain Morgan, Myers rum, and VAT 69. UDV.
holds a share of 54 percent while EABL. 46 percent shares of spirit based alcoholic beverages (EABL, 2018). EABL.
holds 96 percent shares of beer products in relation to is competitors. (EABL., 2018).