Kenya Breweries Limited raises a Tusker to being Kenyan, launches second phase of US$3m recovery program

KENYA – The Kenya Breweries Limited (KBL), subsidiary of East Africa Breweries Limited, is set to launch the second phase of the US$3m “Raise the Bar” program aimed to support the hospitality industry recover from the effects of the COVID-19 pandemic.

The brewer launched the initiative last year and so far it has seen over 2,273 bars & eateries and 3,800 people receive the much-needed support of bartender training on Covid-19 protocols, equipment & products.

KBL now plans to expand the program by doubling the number of outlets it will support.

This will be done alongside its new integrated marketing communication campaign dubbed #KenyaMilele aimed to celebrate the indomitable spirit of all Kenyans.

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“Kenya has been through tough times and prospered – now, more than ever, there is a real need to connect and share real stories that are uplifting, empowering and remind us why we are proud to be Kenyan.”

KBL MD – John Musunga

Done through its flagship beer brand Tusker, the campaign seeks to tell Kenyan stories, throughout the year, whilst celebrating what truly unites them as a people.

According to the leading alcohol beverage maker, Tusker Lager has always been at the centre of the Kenyan story being a truly Kenyan brand that resonates with the passions and interests of the people at every point its 100-year history.

“Kenya has been through tough times and prospered – now, more than ever, there is a real need to connect and share real stories that are uplifting, empowering and remind us why we are proud to be Kenyan,” said KBL MD John Musunga

“Through this campaign, we seek to raise a Tusker to being Kenyan and telling the Kenyan story in all of us. The stories that bring us together as Kenyans. Olympian triumphs, artistic ventures, infrastructure progression and community development,” he added.

The areas that the Tusker brand will focus on under the #KenyaMilele campaign are around its cultural pillars of sports, music and arts.

To this end, KBL has announced that it will be an official partner for #TeamKenya during the Tokyo 2020 Olympic Games slated for 23rd July to 8th August 2021 in Tokyo, Japan.

The company issued a Ksh 45 million (US$418,000) sponsorship to the Kenyan team through the National Olympics Committee of Kenya (NOC-K), the body responsible for selection & preparation of #TeamKenya that will participate in the games.

“The greatest impact of our athletes has been that they always bring us together as Kenyans & put us on the global map.

“We are confident the partnership with #TeamKenya is another great opportunity to express our continued support for our sports men & women,” said John Musunga.

EABL through its subsidiary Uganda Breweries Limited, recently rolled out its US$1 million Raising the Bar fund through its flagship brand Bell Lager.

The initiative has been adopted from EABL’s parent company Diageo US$100 million kitty, launched in July 2020 across its different markets.

In East Africa, the Kenya Breweries Limited (KBL) got the lion’s share receiving US$3 million while Uganda Breweries Limited and Serengeti Breweries Limited of Tanzania each got US$1 million.

The targeted support includes purchasing equipment such as hygiene kits, permanent sanitizer dispenser units, hand sanitizers, masks, and protection screens for bars that cannot maintain the one metre social distance.

The fund will also enable the establishments obtain mobile bars and outdoor equipment as well as undertake partnerships with online reservations and cashless systems, developing contactless technology.

Through the programme, the outlet operators will be trained on the safety measures they need to take to protect themselves and their customers, upon resumption.

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