I watched with anticipated breath as EABL launched into the non alcohol beverage sector. They hadn’t been successful before with Malta Guinness the drink that is a big hit in West Africa. Riding on the wave of Guinness which was making inroads into East Africa proved not to be very successful for the brand. The new product was a drink called Alvaro which Diageo needed to test market in one of their African markets.
Positioned to target the ABC1 urbanites Alvaro has been an unprecedented success in Nairobi. It has a swet taste coming in the pineapple and pear flavours but is a classier drink than your normal soda which is mass market. According to EABL they have sold over 7 million bottles and thier whole year target was 9 million bottles. That should be enough to instill fear in Coca Cola and all other beverage companies. Granted Alvaro is quite new and still needs to grow in the market the uptake of the brand should be enough to challenge Coca Cola’s dominance.
So my question remains what is Coca Cola going to do to keep in check Alvaro’s rise in this market. So far Coca Cola launched burn – an energy drink and a 50 million shilling promotion but i dont that will counter Alvaro’s growth in this market. Time to watch wait and see but for the very first time EABL has gotten the non alcoholic beverage right. As some preacher said recently Christians in this country have been waiting for a long time to partake from EABL’s table, with Alvaro thier wait has be amplty rewarded.
I just wonder how Coca Cola will counter the rise of Alvaro… i guess only time will tell.