Kenya Breweries Limited (KBL) has awarded KSh1 million to Embu-based mechanic Francis Muriuki as the first grand prize winner in the Senator Keg “Tuzidi Kuinuana” consumer promotion, with the company saying the campaign is designed to split winnings between individual consumers and farmer-led community projects.
The award was presented in Embu during a draw event held as part of the ongoing promotion, according to a media statement issued by Irene Mugo of Inter Management Group (IMG) Kenya on behalf of the brewer. KBL said it is targeting at least five KSh1 million grand prize winners in Embu.
In remarks to journalists cited in the statement, Muriuki said the win was unexpected and that he intends to use the funds to expand his business and undertake development projects at his homestead. He also named Mwankoma Community Based Organization (CBO) as the beneficiary of KSh500,000, framing the allocation as support for farmers linked to the Senator Keg supply chain.
“I am glad that after three attempts I have been declared the winner. It is also a privilege to share it with other people who need the financial boost – the farmers who play a huge part in the Senator Keg production value chain,” Mr Muriuki said, according to the statement.
KBL described Mwankoma CBO as comprising farmers who grow cowpeas, green grams and sorghum, which they supply to the brewer, while also training farmers on safe farming practices in Embu. Muriuki said he selected the group because it needs capital to continue aggregating sorghum for KBL and to buy farm equipment.
“I have picked Mwankoma because after going through their portfolio, they need the capital to continue playing the role of sorghum aggregators for KBL and also purchase farm equipment that will advance crop production and enhance sustainable agriculture,” he said.
The “Tuzidi Kuinuana” promotion is a three-month consumer campaign that KBL said forms part of its commemoration of 20 years since the Senator brand’s inception in 2004. In the statement, KBL said the initiative also serves as an “educative platform” to increase sensitisation on the fight against illicit brew.
Speaking at the Embu event, KBL Divisional Trade Marketing Manager Martin Wanjohi said the campaign supports community growth alongside business objectives. “The business for the last 20 years has been premised on the core mandate and obligation to support growth of communities in which we operate in a way that serves their immediate needs,” Mr Wanjohi said.
For Kenya’s alcohol and beverage industry, promotions tied to cash prizes and retail participation remain a key tool for driving volume and brand stickiness in a price-sensitive market, especially for mainstream value brands. The added linkage to farmer-led CBOs also highlights the growing prominence of agricultural sourcing narratives in consumer-facing campaigns, as manufacturers seek to demonstrate local supply-chain impact amid rising scrutiny of corporate practices and community benefit.
KBL said the campaign will see at least 823,025 winners in total. Under the structure described in the statement, each of the five grand prize winners of KSh1 million will take home KSh500,000, with the remainder allocated to two farmer-led CBOs of their choice. Other categories include monthly, weekly and daily winners. Monthly winners receive a KSh50,000 home makeover package, weekly winners get shopping vouchers worth KSh2,500, and daily winners receive instant cash prizes from KSh25, KBL said.
To participate, consumers must purchase two 500ml mugs of Senator Lager or Dark Extra and use a scratch card code sent via SMS to a five-digit short code, according to the statement. KBL said the campaign will continue for the next two months.