GIN & JUICE: BATTLE OF THE BRANDS RWANDA
Ok, perhaps this write up isn’t so much about disparate brands, but more about competing sub brands of a parent brand. What does this mean?
Here are a few insights from the branding literature, “Sub-brands are most effective when there is a need to distinguish between products sold under a particular brand.”
A sub-brand modifies consumers’ perceived qualities of the parent brand, helping to differentiate product offerings from each other. What’s more?
Sub-brands can be a strategic tool for brand managers to modify the expectations of customers.
In the interest of those who didn’t know better, here goes:
Sub-brands have their own customer expectations and personalities that are different from the parent brand.
Sub-brands can be a powerful tool for marketers because of these effects.
Against this backdrop, let’s revert to the tipple discourse — taken from the purview of a parent brand, i.e., the East African Breweries Limited covering predominantly Uganda, Kenya and Tanzania in no particular order.
A sub-brand is a brand within a brand. A sub-brand uses a unique name for a product and service that can develop its own brand.
First up is Konyagi, produced by Tanzania Distilleries Limited (a subsidiary of Tanzania Breweries Limited), is a white spirit made from molasses (sugarcane) that has an alcohol content of 35% by volume. Konyagi Spirit is a versatile drink which can be used as a substitute for vodka, gin or a rum.
Mixes nicely with almost every other ingredient you can throw at it in an umbrella drink. It’s a good spiced rum/liquor that is smooth and multipurpose.
Next up is a sub-brand, which is currently East African Breweries Limited (EABL) Uganda’s #1 Spirit Brand, Uganda Waragi. This sub-brand has been produced in Uganda since 1965, and derived its name from “War Gin” as labelled by Metropolitan powers — a Gin “the locals would drink for ‘Dutch Courage’ at the battlefields.”
Its production process classifies it as a Gin and to many Ugandans, Uganda Waragi = The Spirit of Uganda.
While Konyagi might be one of the most popular spirits in Rwanda, considering the temporary ‘market access’ challenge of Waragi, Kenya Cane, another EABL brand is one to watch — a smooth, triple distilled vodka made from fermented sugarcane, is battling to cut into its market share.
Kenya Cane has been described as “a smooth, triple distilled vodka made from fermented sugarcane.” Its essence and distillation process brings out a fine distinction from other vodkas. It was first produced in 1976 and till date grown to be even more superior and living up to its mantra, Celebrating Your Moment.
Following the recent announcement of reopening the Gatuna border post between Rwanda and Uganda — UG (Ugandan Waragi) is poised to reclaim its position in no time.
So now you know about the leading tipple in the Gin & Juice space, what’s your favourite?