East African Breweries Limited (EABL), through the Snapp brand, recently unveiled Miss World Kenya 2013 beauty pageant, of which Snapp is the title sponsor.

The Miss World Kenya pageant is held every year as part of the Miss World competition. The lady crowned as Miss World Kenya 2013 will represent Kenya in the global contest that will be held in September at the Sentul International Convention Center on the outskirts of Jakarta, Indonesia.

EABL’sMarketing Manager for Spirits in Kenya, Agnes Kinga said that the company was very proud to partner with Ashley’s Kenya –which for the second year running is the Miss World Kenya franchise holder – to host this year’s Miss World Kenya beauty pageant in collaboration with the Snapp brand that was launched in the Kenyan market last year.

Snapp is a sophisticated fruit flavored alcoholic drink targeted at today’s young, classy, sophisticated and stylish woman aged between 24-34 years old.

“As a company, we believe the synergy between Snapp and the aspirations of the ladies who participate in the Miss World Kenya contest have a strong connection. Today’s young woman is socially and economically empowered, and loves to be seen as sophisticated and glamorous, traits brought out by the Miss World property,” added Ms. Ndung’u. “Miss World platform through its beauty with a purpose agenda gives the winning beauty an opportunity to excel & succeed.As the Miss World Kenya chapter presents an opportunity for the young adult women to represent their country on the world stage and compete for the highly-coveted title.”

The Miss World Kenya annual pageant is hugely aspirational to young adult women (18 – 26) pursuing their university education and/or are in their first jobs, women who represent the brand’s target consumer.

Speaking during the unveiling of the pageant Ashley’s Kenya Managing Director Terry Mungai said: “We are proud to be part of this unique partnership with EABL through the Snapp brand. Miss World Kenya is a pageant that offers young ladies the opportunity to stand on the world stage and represent their country as they vie for a chance to become the next Miss World. As we embark into the journey of finding this year’s Miss Kenya 2013 a scouting team will visit all the key counties in Kenya to select 20 beauties. The successful candidates will be called for face-to-face auditions on the ground in major towns in Kenya between 24thMay and 2nd June 2013.”

The first stage will see 5 beauties eliminated from the competition to select 15 beauties, who will join the Snapp boot camp.Each week contestants will be eliminated (15– 12 – 10) and at the close of the 4 weeks the top 10 finalists who will compete at the Miss World Kenya final Gala event will be announced.

More details of the auditions & entry to follow soon.

Snapp remains committed to promoting responsible drinking, and does not advocate for the marketing and sale of alcoholic drinks to persons under the age of 18 years old.