EABL Rebrands White Cap

East African Breweries has re-launched its White Cap brand, aiming to increase its market share by three per cent in the next 12 months.

The company reckons that the new look White Cap has "refreshed its image by changing its label to a modern appearance but it retains its taste." This brand improvement effort is also aims at positioning the beer to win over more consumer segments in addition to the young professionals who form the current client base.

"White Cap consumers are self-assured, focused on their surroundings, enjoy leisure sports such as golf and are up to date on financial and social matters," said EABL marketing director Patricia Ithau.The White Cap Light label has also been changed from its original look to a more vibrant appearance.

The lager is one of the oldest beer brands in Kenya having been introduced in the country in the 1952, it is named after the snow capped Mt Kenya. The Light version was introduced into the Kenyan market in 2005, It is a low calorie, low alcohol drink