East African Breweries Plc (EABL), a subsidiary of international drinks giant Diageo headquartered in Nairobi, Kenya, has commissioned the construction of a new microbrewery. The facility will cost KES 1.2 billion (USD 8.6 million) and will serve as a brand home for the company’s flagship beer, Tusker, as an innovation hub for alcoholic and non-alcoholic beverages and as a training center for upcoming brewers and leading production staff in Kenya, East Africa, and the entire Diageo.
The facility next to the Tusker brewery in Ruaraka will consist of a microbrewery, taste room, taproom and a flagship store. The microbrewery space will 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.
In the taste room, visitors learn about and taste the different beers in a guided session led by sensory experts. Consisting of a bar and restaurant, the taproom aims to lead the local entertainment scene by providing a unique, engaging customer experience of great food, drink and entertainment.
Next to the taproom there will be a beer garden offering a scenic view of the Ruaraka area. Last but not least, the complex will include a flagship store open to the public. It will function as a souvenir shop for consumers to purchase the brands and branded items. Most of the merchandise is designed in collaboration with local artists and entrepreneurs.
The facility 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.
“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,” said Jane Karuku, Group Managing Director and CEO of EABL.
“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,” Karuku added.