Kenya Wine Agencies Limited has appointed the former EABL spirits marketer to lead brand and portfolio strategy as it widens its range beyond wine and spirits.
Kenya Wine Agencies Limited (KWAL) has appointed Kennedy Mutula as Head of Marketing in its commercial function, HapaKenya reported in mid-September. He will run marketing, brand and portfolio strategy across KWAL’s local and international brands.
Mutula joins from East African Breweries Limited (EABL). His last role there was Head of Mainstream Spirits & RTD Category and Marketing Manager, Spirits.
Who he is
Mutula has spent about 13 years across EABL and Diageo. His earlier roles include Senior Brand Manager for Tusker, Shopper Manager for Guinness and Assistant Brand Manager for Guinness Kenya. He holds a master’s degree in innovation and entrepreneurship management and a Bachelor of Commerce in procurement and supply chain management, both from the University of Nairobi.
A wider portfolio to sell
KWAL is moving beyond its traditional wine and spirits base. In March, it said it was deepening distribution of Heineken, Windhoek and Desperados after its first full year in premium beer.
Its range also includes Savanna, Hunter’s ciders, Amarula and Nederburg wines. Alcohol-free options include Heineken 0.0, Savanna 0.0 and Chamdor. Mutula therefore handles beer, spirits, cider, wine and no-alcohol brands, a broader brief than his spirits and RTD remit at EABL.
Heineken backing and local production
KWAL now sits inside HEINEKEN Beverages, after Heineken completed its acquisition of Distell, KWAL’s majority shareholder, in 2023.
On the production side, KWAL’s Tatu City plant, which broke ground in 2021 as a KSh4 billion investment, earned EDGE Advanced certification in August, as Drinkabl.media reported.
Why it matters
Tusker and Guinness are EABL’s flagship brands, and KWAL’s premium beers now compete with them for the same bars and shelves. Mutula knows that rival playbook from the inside. His appointment also adds to the movement of senior marketing talent between Kenya’s major drinks companies.
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