George Clooney’s Casamigos tequila brand has launched in Kenya, aiming to penetrate the luxury spirits market. EABL hosted an event at Nairobi’s Sankara Hotel to introduce the brand, supported by key personalities and a themed celebration. The strategy reflects the shift in consumer preference towards premium alcoholic beverages in Kenya’s urban centers.
Casamigos, a premium tequila brand co-founded by actor George Clooney, is making its debut in Kenya, reflecting the country’s expanding luxury spirits market. East African Breweries Limited (EABL) organized a distributor launch at Nairobi’s Sankara Hotel to reinforce the brand following its initial introduction at the Blankets & Wine festival in late 2024. This launch marks a significant step in establishing Casamigos in this market.
The launch event featured a blue-themed decor, attended by prominent personalities such as Jay Take A Pic, Miano Muchiri, and Ajib Gathoni. Guests dressed in accordance with the “shades of blue” dress code, enhancing the brand’s visual theme. The live entertainment provided by the Juke Box band contributed to the overall festive atmosphere of the evening.
In Kenya, the beverages market is increasingly leaning towards high-end imported spirits, driven by urban consumers and upscale venues that have begun to prefer premium brands. Alvin Mbugua, General Manager Spirits at EABL, emphasized the importance of this launch, stating, “This launch is a critical move in our strategy to establish Casamigos as premium tequila in Kenya”. He further expressed the company’s aim of enhancing the premium spirits category and empowering partners as ambassadors of this vision.
Founded in 2013 by Clooney, Rande Gerber, and Mike Meldman, Casamigos translates to “House of Friends”. The brand was acquired by Diageo, a leading spirits company, in 2017. As Casamigos embarks on its journey in the Kenyan market, it aligns itself with the emerging trend of international premium spirits venturing into Africa’s developing markets.
In summary, George Clooney’s Casamigos tequila has officially launched in Kenya, responding to the growing demand for luxury beverages in the region. The event at Sankara Hotel marked a significant strategy for East African Breweries Limited to establish this premium brand. As high-end spirits gain popularity in urban centers, Casamigos aims to position itself as a top choice among discerning consumers.
Original Source: www.kbc.co.ke
