The Alcohol Beverages Association of Kenya (ABAK) has appealed to alcohol retailers and distributors not to take advantage of the festive season to hike the prices of alcohol.
In a press statement seen by Kenya Business Feed, ABAK has urged the sellers ‘to stick to the Recommended Retail Prices (RRP) to avoid overpricing revelers out of legal, safe and hygienic liquor.’
It further warned unscrupulous retailers who are planning to take advantage of the festivities to make an extra cash by overpricing customers that selling alcohol beyond (RRP)is counterproductive because it drives consumers to cheaper, harmful alternatives which is unsuitable for their businesses.
The statement further read “This exaggerated pricing does not only make it difficult for our consumers to enjoy their favourite tipple, but some also find it difficult to access and result to cheap and often illicit brands or commute to look for fairer prices elsewhere.”
ABAK also said that alcohol retailers can only grow their businesses by offering value to consumers which if not fulfilled, will see consumers take their money elesewhere where they get value for their money.
ABAK chairman Gordon Mutugi urged consumers to avoid drunk driving and remain sober to avoid mishaps on the road during this festive season or use taxis or designated drivers when they are drunk.
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