KBL launches Ksh.33.7M campaign to support sorghum farmers

Kenya Breweries Limited (KBL) has launched a Ksh.33.7 million consumer promotion for its value beer, Senator Keg, targeting community-based organisations (CBOs) and sorghum farmers who supply the brewer.

The three-month promotion, ‘Tuzidi Kuinuana’ (‘Let’s continue uplifting each other’), was unveiled on Saturday in Ruiru and is expected to reward more than 823,000 winners across the country.

Five grand winners will each receive Ksh.500,000 in cash, while an additional Ksh.500,000 per winner will be directed to two farmer-led CBOs of their choice.

The promotion will also produce 30 monthly winners who will receive Ksh.50,000 worth of household items, including televisions, sofas and beds.

Weekly winners will receive shopping vouchers valued at Ksh.2,500 redeemable at selected retail outlets, while more than 800,000 daily winners will earn instant cash rewards starting from Ksh.25.

Senator Keg sources sorghum from more than 45,000 farmers spread across eight counties. Some of the farmers are organised under CBOs that have previously benefited from cash and grant support for projects such as water initiatives, agribusiness ventures and sanitation programmes.

The campaign comes amid ongoing efforts by the brewer to maintain the supply of affordable beer made from locally sourced raw materials. Industry data shows that sorghum farming linked to commercial brewing has contributed to increased production volumes, employment creation and additional tax revenue to the government.

Senator Keg was introduced in 2004 as a regulated alternative to illicit alcohol, which has been associated with health risks and loss of life in various parts of the country.

Since then, the brand has expanded its sourcing network while maintaining its position in the value beer segment.

KBL says the promotion aligns with its national consumer campaigns that combine product marketing with community-linked incentives, particularly in areas where sorghum farming supports household incomes.

The ‘Tuzidi Kuinuana’ initiative also forms part of activities marking over 20 years since the introduction of Senator Keg, which continues to rely heavily on locally produced sorghum as its main raw material.