Kenya Breweries Limited (KBL) has developed a direct-to-consumer digital marketplace to address the demand for quick, easy, and convenient buying among its customers.
Following a successful test in the Kenyan market following Covid-19, KBL’s thebar.com matches the worldwide Diageo online platform ‘the bar.’
It takes the place of Party Central, the company’s renowned online ordering tool for alcoholic beverages.
The enhanced platform connects online shoppers to KBL items from major distributors, supermarkets, stockists, and significant retailers, making it the first of its type in Kenya.
Customers will be able to acquire low-cost, high-quality products directly from the breweries and distilleries where they are made, as well as personalized activations, special offers, and tiered package offerings according to their needs, through the site.
The site is restricted to those of a certain age.
As a result of Covid-19, it’s part of KBL’s accelerated digital strategy to reach new audiences and boost sales and profitability.
“This innovation will not only help us extend the gains we made recently with Party Central in helping our consumers access our products when they need to but also leverage technology to adapt to new consumer trends in the way we socialize in and outside of the home. By inspiring, educating, and ensuring that they have access to everything in our portfolio, we are embarking on a new journey with our customers, ” Joseph Musunga, KBL’s Managing Director
KBL’s resellers will gain access to all of their brands’ merchandise, as well as a one-of-a-kind opportunity to display their enterprises using TheBar’s marketplace positioning opportunities.
The proliferation of on-demand delivery, notably using motorcycles (boda-boda) as a last-mile option, is expected to drive beverage buying in Kenya.