Kenya Breweries in a new drive to recruit whisky drinkers

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Kenya Breweries Limited recently unveiled East Africa’s first whisky festival, a unique celebration of the world of whisky, with an aim to grow whisky sales.

The drive, which is a campaign driven themed ‘Love Whisky Festival’ will take place during this 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.

According to EABL’s 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 long 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.”

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 range of whisky on show will be nothing short of amazing, Scotch whisky leading out with ‘The Empire Builder’ Johnnie Walker Red Label, the ‘Party Starter’ J&B, Bushmills Irish Whiskey from one of the oldest distilleries in the world and Single Malt whiskies from the four corners of Scotland. ‘Regardless of where you are or whom you are with, we believe we have a whisky for you and a way to enjoy it.’ Majiwa promises to all those who attend the Love Whisky festival.

Love Whisky Festival is specifically aligned towards EABL Whisky premium brands hence the current effort by KBL to increase awareness of its whisky category.

For additional information fans can log on to the official Love Whisky Festival Facebook page www.facebook.com/lovewhiskykenya and keep updated on the latest events and festival news.

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