KBL targets millennials with new national music competition

 Ann-Joy Muhoro
KBL head of mainstream spirits, Ann-Joy Muhoro. FILE PHOTO | NMG 

Kenya Breweries Limited (KBL) is eyeing millennials with a new music competition that is set to bring together upcoming Disc Jockeys in the country over the next 12 weeks in search for the best entertainer.

The competition is KBL’s latest move in a raft of campaigns designed to popularise its brands among young drinkers who are said to be the dominant consumer category globally.

Another initiative dubbed Smirnoff Mix Experience is the brewer’s other ongoing cross-country campaign that is educating consumers on the perfect cocktail options using alcohol brands in its portfolio.

The firm says it will continue to make product offerings that are accessible and relevant to millenials.

“…Today, Battle of the beats is a culmination of the research led insights that show more and more that Kenyans are increasingly investing in creative arts as lifestyle,” said KBL head of mainstream spirits, Ann-Joy Muhoro.

“Knowing this, Kenya Breweries has provided a platform where our consumer can express themselves in this unique art form to enjoy and entertain Kenyans. We want to continue to connect with our consumers at their touchpoints and this competition is another supporting element for this.”