Kenya Breweries Limited (KBL) has unveiled Classic FM radio host Maina Kageni and KISS FM’s Adelle Onyango as Johnnie Walker whiskey Brand Ambassadors for the ongoing, Experience Formula 1 with Johnnie Walker Promotion.
The brand ambassadors were announced at a ceremony attended by KBL MD Jane Karuku, ahead of their trip (official role) to watch the Formula 1 Grand Prix in the principality of Monaco, on the French Riviera, this weekend. Maina and Adelle will join other Diageo Global Influencers in Monaco – a Grand Prix race described as ‘the Jewel in the Formula 1 Crown circuit’.
Speaking at the ceremony, Ms Karuku said, “Today’s consumers are increasingly sophisticated and are seeking new experiences. Therefore, such partnerships are welcome since they will enable our consumers to associate with the brand in an unconventional way.”
Earlier this month, Kenya Breweries Limited launched Experience Formula 1 with Johnnie Walker promotion that is giving six consumers the opportunity to watch one of the Formula 1 Grand Prix races anywhere across the world. The six, who will be picked during the 12-week promotion, will each receive an all-expenses paid trip to one of the countries across the world that is part of the Formula 1 Grand Prix circuit.
At these races, winners will also enjoy access to the Johnnie Walker VIP hospitality tent. The Formula 1 Grand Prix circuit, which kicked off in March, comprises, 21 races spread throughout the year until November. So far, five of the races have been held in Australia, Bahrain, China, Azerbaijan and Spain.
According to KBL Head of Spirits, AnnJoy Muhoro, Johnnie Walker, the world’s leading scotch whisky is the perfect partner with the world’s most progressive and technologically-advanced sport.
“For the first time in history, KBL is bringing the long-standing Johnnie Walker – Formula 1 partnership to Kenya. This partnership affirms KBL’s position as the leading alcoholic beverage company in East Africa, while at the same time strengthening the historical connections that the Walker family has with the world of motorsport and Grand Prix racing which go back to the 1950s,” explained Ms Muhoro.
International Premium Spirits, Senior Brand Manager Alice Owambo said: “This is the coming together of two globally acclaimed brands. Formula 1 is the perfect fit for Johnnie Walker, whose purpose is to connect with premium consumers. This association will enable Johnnie Walker to greatly extend its reach to F1 fans.”