This company profile Keroche Breweries reveals the unethical practices of one of the largest alcohol producers in Kenya. It provides examples of the harmful methods across the categories of political interference, promotion, sabotage, manipulation, and deception – the Dubious 5 strategies.
Introduction
It is a Kenyan brewer and alcoholic beverages manufacturer. Founded in 1997 by Tabitha Karanja and her husband Joseph Karanja as a fortified wine maker, the company has grown to be the second largest alcoholic beverages producer in Kenya.
The company’s headquarters is located in Naivasha, Kenya.
Ownership
Keroche is a family-owned business, co-founded by Tabitha and Joseph Karanja. It has remained privately held, with Tabitha Karanja playing a pivotal role in its expansion and success.
Brands
Brands
Beers:
- Summit Lager
- Summit Malt
- X- Double strength beer
- KB Lager
Spirits:
- Crescent Vodka
- Crescent Brandy
- Crescent Whisky
- Crescent Dry Gin
Ready-to-Drink:
- Viena Ice
- Viena Ice – Lemon Twist
Wines:
- Valley Wine Pinotage
- Valley Wine Chenin Blanc
- Valley wine Savigon Blan
Board of Directors
- In 2023, Tabitha Karanja stepped down as CEO to focus on her role as a Senator representing Nakuru County.
- Karanja’s son, Edward Muigai, is now leading the company’s operations
- The position of CEO was handed over to Potas Anaya, who had served as the company’s Chief Financial Officer.
BROWSE MORE UNETHICAL PRACTICES by Keroche Breweries
BIG ALCOHOL IN THEIR OWN WORDS
Whisky brands are very reliant on a small number of heavy, and increasingly ageing, consumers, to provide the majority of volume [...] in the longer term we had to attract more younger drinkers—the heavy- using loyalists of tomorrow [to avoid] the potentially disastrous implications of losing heavy drinkers”.
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“If Miller Lite was to be a large profitable brand we had to attract these young heavy drinkers”.
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To the extent [that laws or regulations or actions against us to substantially curtail the consumption of alcohol, including beer] gain traction, they could have a material adverse effect on our business and financial results. For example, the European Union published its Europe Beating Cancer Plan. As part of the plan, by the end of 2023, the European Union has indicated it will issue a proposal for mandatory health warnings on alcohol beverage product labels."
Source: Molson Coors Annual Report 2022
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