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

Keroche Breweries was founded in 1997 in Naivasha, Kenya, by Tabitha and Joseph Karanja as a producer of fortified wine. Over the following years, the company expanded into beer and other alcoholic beverages, and today it is regarded as the country’s second largest alcohol producer, although with only a small share of the national market. Its headquarters remain in Naivasha, and the company continues to operate as a privately held family business.

In 2023, Tabitha Karanja left her position as Chief Executive Officer to become Senator for Nakuru County. The position of CEO was subsequently assumed by Potas Anaya.

FACTS ON KEROCHE BREWERIES

  • Net revenue (2015–2016): KES18.5 Billion
  • Gross profit (2024): Not available
  • Net profit (2024): Not available
  • Marketing spending (2024): Not available
  • Lobbying costs: Not available
  • Number of employees (2016): 850
  • Market share (2021): 2% (estimated)
  • Parent company: Privately owned (family business)

Brands

Beers

  • Summit Lager
  • Summit Malt
  • X- Double strength beer
  • KB Lager

Spirits

  • Crescent Vodka
  • Crescent Brandy
  • Crescent Whisky
  • Crescent Dry Gin

Wines

Ready-to-Drink (RTD)

  • Valley Wine Pinotage
  • Valley Wine Chenin Blanc 
  • Valley wine Savigon Blan
  • Viena Ice
  • Viena Ice – Lemon Twist

MANAGEMENT TEAM AND BOARD OF DIRECTORS

  • Potas Anaya, Chief Executive Officer
  • Edward Muigai, Operations Lead
  • Tabitha Karanja, Former Chief Executive Officer, currently Senator for Nakuru County