For a brand that was once discontinued, the shortage of St Louis Export in stores was worrying some of its loyal customers who were thinking that their favourite beer was getting cut from the KBL’s core lineup.
While KBL has in the past discontinued some of its signature brews, Head of Corporate Affairs at the brewery Masegonyana Madisa shot down the worries by disclosing that KBL had no plans to discontinue the richer fuller tasting St Louis Export. “Due to high demand and building into the Easter Holidays, KBL had to focus its production on fast growing brands such as St. Louis and Carling Black Label. However, the product (St Louis Export) is still available in some outlets nationwide. Going forward, it is in our plans to re-energize it,” he revealed. As a local brand that is premium, there were fears that the beer was not doing well in the market, but Madisa was quick to reveal that the contrast. Responding to how they have been marketing the brand as compared to other brands like St Louis, Madisa said St Louis Export was a premium brand that plays in a niche market different from St Louis Lager (mainstream), therefore the marketing activities will vary in scope and execution.
