Last updated 10 months ago | By Audrey Ng'eny
Kenya Breweries Limited has unveiled 20 teams that will compete to win the Formula one Championship trip.
The 20 teams will be subjected to a month-long competition dubbed Kenya Racing Festival. The Kenya Racing Festivals competition that combines both Go-Kart racing and F1 Virtual Reality Simulation – an F1 simulator takes you through a virtual journey of full F1 experience.
The winning team will get to travel to Abu Dhabi for Formula 1 Championship later in the year.
KBL Head of Premium Spirits, Grace Nshemeire-Gwaku said that the company was excited to host the inaugural Kenya Racing Festival competition under its Johnnie Walker Brand.
“The final 20 teams were selected from over 80 hopeful teams across the country in a grueling qualifier held at Whistling Moran. Tonight, we present to you 20 teams that will compete amongst each other to beat the fastest time. We believe this is an exciting chapter for Kenya to show the world that there are Go Kart champions in this part of the world and Johnnie Walker is proud to sponsor them,” said Nshemeire-Gwaku.
The decision to leverage Formula 1 sport is to tap to its growing popularity in Kenya and marrying it with Diageo trends.
The competition feeds into the larger Johnnie Walker serve campaign that is ongoing across the country whose aim is to energizing consumers to push their boundaries and taste more out of life by exploring the unfamiliar.
The aim of the serve campaign is to recruit non-scotch drinkers into the category while offering an inspirational menu for bartenders to build upon.