Kenya Breweries Smirnoff Ice Electric Ginseng

Kenya Breweries' Smirnoff Ice Electric Ginseng

Kenya Breweries' Smirnoff Ice Electric Ginseng 

Category - RTDs

Available - From this month

Location - Kenya

Price - KES140 (US$1.36)

Kenya Breweries has released a new RTD variant under the Smirnoff vodka brand. Smirnoff Ice Electric Ginseng joins Smirnoff Ice Double Black with Guarana in the market. 

According to Kenya Breweries, the new product is the first alcoholic drinks launch in Kenya to contain gingseng.

Kenya Breweries is a subsidiary of East African Breweries, which is controlled by Smirnoff owner Diageo.

"Kenya is the first market in the world to launch the Smirnoff Ice Electric Ginseng," said Fred Otieno, head of innovations at Kenya Breweries. "The drink cues to the freshness, youthfulness and energetic spirit among Kenyan millennial consumers. It is an illustration of our innovativeness to meet market needs by providing a range of Smirnoff RTD's to cater for different demographics and market segments."

Smirnoff RTDs first launched in Kenya in clear returnable bottles. More recently, the products have moved to 33cl sleek cans. 

"The ready-to-drink category is among the fastest growing alcohol segments in Kenya, and we have registered a 140% growth with our existing portfolio over the past four years," said sales director Andrew Kilonzo. "We are confident that the innovation and diversification of the portfolio through products like Smirnoff Ice Electric Ginseng will sustain the growth trajectory."

Diageo launched Smirnoff Ice Electric Mandarin and Electric Berry in the US this year.