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  • September 2019 (Revised May 2020)
  • Supplement
  • HBS Case Collection

Keroche (D): Transforming the Core Business

By: Ramon Casadesus-Masanell and Pippa Tubman Armerding
  • Format:Print
  • | Language:English
  • | Pages:9
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Abstract

This case describes Keroche co-founder Tabitha Karanja’s decision to exit the wine business following the Kenyan government’s 2007 increase in excise taxes on wine. In August 2007, Keroche introduced the vodka drink Viena Ice as a replacement for its fortified wines, and in August 2008, it entered the beer market with the launch of its Summit Lager premium beer. The case describes the success of Keroche’s products in the Kenyan beer market, despite an initial intense advertising campaign by Keroche competitor EABL for its own Tusker beer.

Keywords

Keroche; Alcohol; Alcoholic Beverages; Alcoholic Drinks; Beverages; Drinks; Wine Industry; Wine; Fortified Wine; Viena; Viena Ice; Beer; Beer Market; Premium Beer; Manufacturing; Summit Lager; Business Ventures; Business Exit or Shutdown; Business Growth and Maturation; Business Startups; Small Business; Family Business; Crime and Corruption; Customer Focus and Relationships; Decisions; Income; Demographics; Geographic Scope; Geographic Location; Goods and Commodities; Government Legislation; Growth and Development; Business History; Lawsuits and Litigation; Laws and Statutes; Lawfulness; Goals and Objectives; Consumer Behavior; Market Entry and Exit; Problems and Challenges; Safety; Social Issues; Poverty; Strategy; Competition; Manufacturing Industry; Food and Beverage Industry; Kenya; Nairobi; Africa

Citation

Casadesus-Masanell, Ramon, and Pippa Tubman Armerding. "Keroche (D): Transforming the Core Business." Harvard Business School Supplement 720-393, September 2019. (Revised May 2020.)
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About The Author

Ramon Casadesus-Masanell

Strategy
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Related Work

    • September 2019 (Revised May 2020)
    • Faculty Research

    Keroche (D): Transforming the Core Business

    By: Ramon Casadesus-Masanell and Pippa Tubman Armerding
Related Work
  • Keroche (D): Transforming the Core Business By: Ramon Casadesus-Masanell and Pippa Tubman Armerding
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