Senator Keg Launches KSh33.7million Promotional Campaign to Benefit Community-Based Organizations and Sorghum Farmers

Kenya Breweries Limited’s (KBL) value beer Senator Keg has launched the Tuzidi Kuinuana (Let’s continue uplifting each other) promotional campaign that will directly benefit Community-Based Organizations (CBOs) and sorghum farmers who supply their produce to the giant beer maker.

The three-month-long campaign will see at least 823,025 winners awarded in total. There will be 5 grand winners of KSh1 million each who will take home Sh500,000, while the remainder goes to two farmer-led CBOs of their choice. This move is aimed at reinforcing the brand’s long-standing commitment to uplifting grassroots enterprises.

Other additional categories include 30 monthly winners who will get a KSh50,000 home makeover package that will feature essential household items such as TVs, sofas, mattresses, and beds. The weekly winners will walk away with shopping vouchers worth KSh2,500 that are redeemable at leading retail outlets, while more than 800,000 daily winners will be rewarded with instant cash prizes from as low as KSh25.

Senator Keg has contracted over 45,000 sorghum farmers across eight counties to supply the produce for the production of affordable and quality beer. Some of these farmers are also members of the CBOs that the brand has supported in social and economic empowerment initiatives.

Speaking during the launch of the initiative in Ruiru, KBL’s Managing Director, Andrew Kilonzo, credited the consumers for their unwavering loyalty and engagement, noting that their role is vital in shaping the brand’s journey and advancing its core mandate to curtail the proliferation of illicit brew in Kenya.

“Senator Keg is fundamentally about enriching lives, from our farmers and aggregators to threshers, transporters, and the many partners across our production and distribution value chain. By supporting this ecosystem, we not only ensure that we have adequate raw materials for production but also foster economic growth for our farmers and communities across the country. We are a brand deeply committed to the welfare of the people who grow for us, work with us, and ultimately enjoy our beer,” he said.

In addition, he said: “The end goal for this consumer promotion is to exemplify our shared values with the communities, ensuring that alcohol has a positive role and impact in society.”

Over the years, Senator Keg has supported more than a dozen regional CBOs by offering cash or grants that enable them to start communal projects such as water projects, agribusiness, and sanitation initiatives.

The National Consumer Promotion (NCP) campaign continues to promote social sustainability and economic empowerment across the country. We have seen an increase in sorghum production, creation of employment, and an increase in tax revenue generated for the government.

The campaign is also a reinforcement of KBL’s commitment to creating awareness on the dangers of consuming illicit brews, whilst transforming illicit beer market zones into commercial markets and creating wealth for communities in the process.

Tuzidi Kuinuana is an extension of the 20-year celebration marked last year since the inception of the beer in 2004. Senator Keg was introduced as a safer, affordable alternative to combat the widespread sale and consumption of illicit brews that had cost thousands of lives across the country. The brand has since played a critical role in transforming the alcohol consumption landscape by promoting regulated, high-quality beer and supporting healthier, safer communities.

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