Kenya Breweries Limited (KBL) is marking a century of operations in Kenya with a unique consumer initiative that aims to support bottled beer drinkers in realizing their dreams.
Launched under the banner 'Tekeleza Teketeke - 100 dreams in 100 days', the initiative will see 100 millennial consumers win Ksh 100,000 daily across 100 days, totaling KSh 10 million in rewards.
Additionally, KSh 31 million worth of rewards will be up for grabs, making the total prize money KSh 41 million. To participate, consumers need to activate a code under various KBL brands, including Tusker Lager, Tusker Cider, Tusker Malt, Tusker Light, Guinness FES, Guinness Smooth, Balozi, White Cap, or Pilsner.
According to KBL Managing Director John Musunga, the initiative is part of the company's efforts to position its beer portfolio for the next generation. 'At EABL, we are dedicated to celebrating milestones every day, everywhere, and for the next century. We are proud of the legacy and impact we have created in East Africa over the last 100 years.'
Speaking on the initiative, KBL Commercial Director Joel Kamau said: 'As KBL, we understand that sharing a beer is more than just a social drinking occasion for our consumers. It's a celebration of friendship, a time to dream, seek inspiration and talk about ambitions while plotting your next move.'
Launched on May 31, 2022, the initiative comes as KBL looks to position its beer portfolio for the next generation, with the company's in-house research indicating that millennial consumers' relevance appeal is shifting as a result of the pandemic, financial pressures, and changing lifestyles.
