KBL Earmarks More Than 11 Million for “Win-A-Ride 2” Campaign

Kenya Breweries Limited (KBL) has designated more than 11 million shillings for a campaign dubbed Win-A-Ride 2. It is a national movement aimed at appreciating customers by targeting the spirits category, which includes Black and White whiskey brands, Smirnoff, and J&B.

The campaign will run for twelve weeks with daily and weekly prizes. Two ultimate winners will drive off brand new Subaru Imprezas worth over Kshs. 3.5 million each. Six other winners will take home Kshs. 250,000 each in the NCP that will also reward consumers daily

Owen Karanja Kirumba, a 37-year-old entrepreneur from Nairobi, won the Grand Prize in the first phase of this National Consumer Promotion (NCP) back in 2016. He drove away a brand-new Subaru XV valued at 4.2 million shillings and a comprehensive insurance cover of the whole year.

Speaking during the launch of the campaign, the Head of Spirits at KBL Annjoy Muhoro gladly acknowledged the opening of the second phase of the Win-a-Ride NCP.

“The campaign is here to reward our customers during this Easter season. It prides itself on being the only initiative that aims to target individuals and equal winning chances to different brand consumers,” she said.

According to Ms. Muhoro, KBL is East Africa’s leading alcohol beverage company with a diverse collection of brands. She says that the spirit category had a growth of 2.4 percent in 2017 financial results and that they anticipate Smirnoff taking the lion’s share of between 95 and 98 percent with the 250ml SKU taking three-quarters of the participation.

To participate in the Win –a-Ride 2, customers should purchase any bottle of the participating brands, scratch the panel on the bottle to expose the six-digit alphanumeric code, then text the code to 22110.

The inspiration for choosing Subaru Impreza as the ultimate was because of consumer’s passion points of boldness, edginess, curiosity, freshness, and fun.