Companies

KBL in Guinness deal with British footballer

FUTA

English footballer Rio Ferdinand. FILE PHOTO | AFP

Beer maker Kenya Breweries Limited (KBL) has partnered with former professional English footballer Rio Ferdinand to help boost sales of its Guinness beer brand in the local market.

Ferdinand will for the next one year work with the brewer as part of a customer promotion campaign that will see the firm spend Sh50 million in monetary prizes and various merchandise for winners.

He will visit the country for three days before the end of the year to officially launch a countrywide Guinness promotion, where lucky consumers will get the chance to meet him.

The Kenya Breweries launched the promotion this week where drinkers will send a code under their Guinness crowns to 22110 for the chance to win millions in prizes and also spend time with the footballing legend. In selected outlets, 12 winners will get Sh1 million and thousands of others will win various Guinness merchandise.

“Our Kenyan fans will get an incredible football experience in Rio’s visit in the country. He will also spend time meeting the winners of our new consumer promotion,” KBL Marketing Manager – Guinness, Nduku Wamakau said on Wednesday.

Ferdinand becomes the third retired footballer to partner with KBL in its marketing efforts, after Thierry Henry of France and David di Matteo of Italy.

The partnership with Ferdinand comes as Kenya Breweries intensifies efforts to cement its dominance in the local beer market.

Last month, the beer maker unveiled a new-look Guinness packaging for the 300ml and 500ml bottles and six-pack cans.

Guinness is one of KBL’s leading brands in the East African market and beer revenues have grown by nine per cent in the year ended June.

Several foreign brands have in recent months entered the local market, seeking to reduce KBL’s market share. The re-branding also comes months after other players including Warsteiner beer (Germany) and Faxe Gold (Denmark) entered the local market seeking a slice of KBL’s share.