East African Breweries PLC (EABL) has launched an exclusive members club under its brand, Johnnie Walker Blue Label, to catalyse connections that foster thought leadership across industries and boost innovation in the luxury space.
Dubbed “The Blue Club”, the initiative will involve curated events and gatherings, where members will have the opportunity to engage with pioneers, industry captains, innovators, and thought leaders.
Its members will also enjoy exclusive benefits enabled through unique partnerships designed around Johnnie Walker Blue Label and tailored to their interests.
Speaking during the launch, EABL Group Managing Director (MD) and CEO, Jane Karuku, described it as a pioneering concept in luxury marketing.
“As a leading luxury brand, the iconic Johnnie Walker Blue Label will curate connections that open up new thinking, and inspire partnerships among future shapers, change drivers, and convention challengers to push boundaries in their spheres. We aim to redefine the landscape of contemporary luxury in Kenya while engaging game-changers shaping the future, challenging norms and making a difference,” said Ms. Karuku.
KBL MD Director, Mark Ocitti, commented, “We are leading the way in premiumisation, fuelled by the insight that our consumers are increasingly choosing to drink better, not more. We are dedicated to crafting exceptional, high-quality beverages that reflect sophistication and cater to refined tastes. Our portfolio stands as a testament to this commitment, offering a unique blend of artistry, distinction and depth of character in every sip.”
The launch event was held at Nairobi’s Karen Blixen centred Artificial Intelligence (AI) with a keynote by Meta’s Regional Director for Africa, Enitan Denloye. In animating the AI theme, guests arrived to a welcome by an interactive avatar named Mr. Walker, embodying Johnnie Walker’s iconic striding man. The blending of AI with every aspect of the experience, highlighted the Blue Club’s commitment to pushing the boundaries of traditional networking.
