A leading Kenyan beverage marketing company has partnered with a Danish brewer for distribution of beer in the country.

In a deal announced on Monday, WOW Beverages entered the beer mass market with a partnership to distribute Faxe Beer. The canned beer is manufactured by Royal Unibrew- Denmark’s second largest brewer.

Royal Unibrew, a leading beverages provider with a global presence produces, sells and distributes quality beverages with a focus on branded products within the beer, malt beverage soft drinks, cider and long drinks market.

WOW Beverages Chief Executive Officer, Chris Lucas said the new partnership will bolster WOW Beverages’ business line and will enable it to meet a growing demand for quality international beer brands.

WOW Beverages On-Trade Channel Manager, Mr Muniu Mucheru (left) with Royal Unibrew Country Manager Patrick Gathara toast to the launch of Faxe Beer in Kenya at activation at Atlantis Pub, Nairobi.

“This partnership is a strategic step towards the growth of our beer category and goes a long way into our broader strategy of offering a complete portfolio of brands across the consumer chain,” noted Mr Lucas.

The tie-up will enable Royal Unibrew to benefit from WOW Beverages’ seamless market footprint in Kenya founded on the firm’s stable and dependable national distribution network.

“We were looking for a company with a robust and extensive national distribution network to enable us to serve our Kenyan consumers nationwide,” said Mr Patrick Gathara, Royal Unibrew Country Manager.

Faxe beer portfolio includes Faxe Stout, Faxe 10% and Faxe Premium available in 500ml cans.

Lucas reiterated that WOW Beverages would continue to invest in its physical and human resources to support its growth and expansion.

“This new partnership with Royal Unibrew, a globally recognised player, confirms that our substantial investment in sales, marketing and logistics infrastructure is paying dividends and has brought us to global standards,” said Lucas.

WOW Beverages, represents three major international spirits companies and carries wine brands from eight wine producing countries as well as specialist beers and premium water brands.

Some of the international brands in WOW Beverages spirits portfolio include Jack Daniels, Famous Grouse, Macallan, Bacardi and Martini among many others.

The firm’s wine selection include Catena from Argentina, Douglas Green from South Africa, JP Chenet from France, Gato Negro from Chile and Tommasi from Italy.