Business News

Kenya Breweries unveils new strategy to recruit whisky drinkers, boost earnings


NAIROBI, KENYA: Kenya Breweries Limited (KBL) has unveiled East Africa’s first whisky festival, a unique celebration of the world of whisky, with the aim to grow whisky sales.

The drive, which is themed ‘Love Whisky Festival’ will take place during the month of November in different venues around Nairobi.

The drive comes at a time when Kenya is experiencing a rapidly growing middle-class accompanied by a shift of consumer preferences for beverages.

Tasting and lifestyle

According to East African Breweries Limited (EABL) Johnnie Walker Brand Ambassador Ryan Majiwa, the ‘Love Whisky Festival’ will be Kenya’s largest, liveliest and most exciting whisky tasting and lifestyle show of its kind.

“Not only will attendees have the opportunity to experience different whisky at different venues all through November, but there will also be lots of new and exciting things to learn about whisky in general, we believe that the more consumers know about whisky the more likely they are to enjoy it,” explained Majiwa.

He further said the aim of the festival is to change the outlook of whisky drinkers in Kenya.

“For a longest time, whisky has been viewed as a more conservative man’s drink, so this is our chance to demonstrate to Kenyans that there are different ways to enjoy whisky and you can enjoy whisky your own way,” he said.

Some of the venues consumers can go to attend whisky festival events are: Tamasha in Hurlingham, K1 Klub House, Nairobi Gymkhana, Tribe Hotel, The Norfolk Hotel, Karen Country Club, Electric Avenue (Bacchus, Havana, Club Island, Black Diamond, Aqua Blu) and New Jack Swing at the Carnivore.

 “We would like anyone who enjoys whisky or has wanted to but has never tried whisky to come out to one of the many events and have fun, enjoy themselves and possibly find a new way to enjoy whisky or a new whisky to enjoy” Majiwa responded when asked what he would like consumers to do.

The ‘Love Whisky Festival’ is specifically aligned towards EABL’s premium whisky brands.

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