East African Breweries Limited (EABL) hosted a distributor launch at Sankara Hotel to further integrate Casamigos tequila into Kenya’s premium spirits market. Building on its successful debut at Blankets & Wine late last year, the event proves EABL’s strategic intent to capture Kenya’s growing luxury spirits market and solidify its position as a regional leader.
Casamigos, founded by George Clooney, Rande Gerber, and Mike Meldman, meaning “House of Friends,” is a premium tequila distinguished by its exceptional smoothness and quality. Beyond its Blankets and wine introduction, EABL has engaged the market through exclusive bar activations, cocktail-making sessions, and showcases at Nairobi’s top nightlife spots, steadily building demand for the spirit. This launch comes now to leverage this momentum, equipping retailers to meet a surge in consumer interest and ensuring Casamigos is stocked across Kenya’s upscale venues.
“This launch is a critical move in our strategy to establish Casamigos as a premium tequila in Kenya,” stated Alvin Mbugua, General Manager Spirits, EABL. “Our vision is to elevate the premium spirits category, and this event empowers our partners to be ambassadors of that vision, ensuring Casamigos becomes synonymous with celebration and sophistication.”
Nick Mutinda, Head of Luxury Spirits at EABL, added, “Our focus is on ensuring availability across key retail and premium venues, leveraging platforms like ke.thebar.com to maximize reach. By strengthening our partnerships with our trade partners, we are driving volume and value for both our distributors and EABL, ensuring Casamigos’ sustained growth in the Kenyan market.”
EABL aims to weave Casamigos into Kenya’s cultural landscape through curated events, brand activations, and trade education programs, establishing it as a symbol of luxury and celebration while enhancing trade partners’ portfolios and bottom lines. This reflects EABL’s dedication to delivering exceptional experiences to discerning consumers and reinforces its leadership in the alcoholic beverages industry.
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