KBL invests Ksh97 million in a nationwide initiative to reward consumers and drive sustainability agenda.


Senator beer brand has introduced ‘Jipe Form na Senator Ushinde’
Senator Consumers to win over Ksh 97 million in prizes in cash,
shopping and home makeovers.
The national consumer campaign seeks to uplift the lives of loyal
Senator customers and drives KBL’s sustainability agenda.

Nairobi, Kenya, April 26, 2023: Kenya Breweries Limited (KBL), through
its low-end flagship beer brand, Senator Keg, has today announced a
nationwide consumer campaign dubbed Jipe Form na Senator Ushinde that
aims to reward its consumers as well as drive its sustainability

The Kshs 97 million campaign, dubbed, Jipe Form Na Senator Ushinde,
seeks to enrich the lives of Senator consumers and communities,

The three-month-long campaign, worth Kshs 97 million, will see five
(5) grand lucky winners win Ksh2 million each, with each winner
receiving Ksh1 million to invest in their personal growth and another
Ksh1 million to be donated to a community of their choice.

Additionally,20 consumers will receive monthly home makeovers monthly,
12,000 winners will receive weekly shopping vouchers, and a whopping
1,980,000 winners will receive daily Cash and airtime vouchers. These
rewards underscore the Senator’s commitment to the welfare of its

While announcing the initiative, KBL Managing Director Mark Ocitti
said that the company has invested over Kshs 200 million in the
initiative, demonstrating its steadfast commitment to promoting social
sustainability and economic empowerment in Kenya. He stated that as a
sustainable business, KBL will continue to make deliberate and
aggressive efforts to empower Kenyans to make informed decisions that
will positively impact their social and economic well-being.

“Over the years, KBL has been intentional in contributing
significantly to the development and prosperity of the Kenyan economy.
Catalysing the creation of thriving communities is embedded in our
vision and sustainability agenda. Now more than ever, we understand
that our business must be a force for good. Through initiatives such
as these, we are scaling up our commitment to promoting social
sustainability and economic empowerment of our communities,” said

Mr Ocitti added that this is the third edition of the campaign, which
has been hugely successful in the past. He disclosed that KBL aims to
continue transforming illicit beer market zones into commercial
markets while creating wealth for communities in the process. The
campaign also seeks to educate consumers on the effects of illicit
beers on social, economic, and health progression. Mr Ocitti
underpinned that KBL will continue to collaborate with various
business partners and key stakeholders to achieve its strategic

“We are proud of the impact that our previous campaigns have had on
communities, and we are committed to making a positive difference in
people’s lives through this campaign and future ones,” concluded Mr

To participate in the campaign, customers need to purchase two 500ml
mugs of either Senator Lager or Dark Extra and receive a scratch card.
They can then SMS a unique valid code found under the scratch panel to
22110 to enter the competition. Each valid code gives one entry.

Also commenting on the campaign, Senior Brand Manager of Beer Abel
Ratemo, said, “Senator KEG is a brand by the people, for the people,
and what better way than to reward customers with incredible prizes
while empowering them to give back to the community through community
development projects.”

The Jipe Form Na Senator Ushinde campaign builds on Senator Keg’s
previous successful National Consumer Promotions, which have had a
positive impact on communities. Last year’s grand prize winners
received Kshs 1 million to partner with community-based organizations
and EABL to upgrade lives.

Last year’s 5 grand draw winners picked community development projects
worth Kshs 1 million each. They partnered with Community-Based
Organizations (CBOs) alongside EABL to upgrade lives within
communities. The projects undertaken by the winners were as follows:

Furaha Community Organization in Nairobi – Water, Health, and Sanitation
Kambu Water and Sanitation Self Help Group Kibwezi – setting up of
solar-powered water station
Bungasi CBO in Mumias West – Setting up three water kiosks
She Is More CBO in Kilifi – Setting up a chicken-rearing business
Green Community Self-Help Group in Njoro – Setting up organic
fertilizer processing areas, greenhouse, decomposing shed and
mechanizing the whole operation.

KBL remains committed to building lasting relationships with consumers
and appreciates their support of the brand. Senator Keg continues to
be the undisputed market leader in the beer segment, with a 34% value
share in sales and volumes. Presently, Senator’s distribution and the
retail network has witnessed growth that directly supports over 47,000
farmers, country-wide.