Jägermeister will host its first “Haus of Kühl” event in Nairobi on Saturday, September 26, 2026, at Sk8City in Diamond Plaza 2, with organisers integrating the SafeNow personal safety app and an on-site safety and wellness space for attendees. The event is scheduled to run from 6pm to 4am, according to a press release dated September 23, 2026.

The company said the Nairobi edition will include performances by South African acts KMAT and MfanaTouchLine, alongside “more than 36” Kenyan performers, DJs, dancers and fashion and art creatives. Hosts Mariah and Sameer Bry will lead the programme, which will also include appearances by singer Iyanah and dancers Ian Tico and Thee Iconic, the statement said.

The event format, as described by Jägermeister, spans multiple areas including a main stage, dance stage, silent disco, a “Manifest Speakeasy,” “Meister Market” and a gaming zone. Tickets are being sold via Hustle Sasa, according to the release, though ticket prices were not disclosed.

In addition to the performance lineup, Jägermeister said fashion will be part of the programme through limited-edition collaborations with streetwear brands Have A Good Trip and Pesos, which are expected to debut at the event. The company did not disclose expected sales volumes or the size of the merchandise run.

Safety measures are a core element of this edition, with organisers asking guests to download the SafeNow app before arriving. Jägermeister described SafeNow as a platform that allows users to set up a trusted network of contacts and send rapid alerts if assistance is needed, including while travelling to and from the venue.

Ephraim Manana Snr, Culture & Experiential Marketing Manager at Jägermeister, said the company is using the partnership to extend safety coverage beyond the venue. “Great nightlife starts with creating spaces where people feel safe, supported and free to enjoy the moment. With SafeNow, we're giving our guests another layer of support, from the moment they leave home, throughout the event and as they make their way home. We want people to come ready to experience Haus of Kühl, knowing that their wellbeing is part of the experience,” Manana said in the press release.

The company said the venue will include a “Safe Now Zone” designed as a quiet space with phone charging, free Wi‑Fi, water and silent-disco headphones playing “calming ambient immersive soundscapes.” The intention, according to the statement, is to provide a designated area where guests can take breaks away from the main event.

The Nairobi event adds to a growing pipeline of branded experiences tied to entertainment, hospitality and lifestyle spending in Kenya, particularly in Nairobi’s night-time economy. While organisers did not disclose investment figures, the scale of programming—international acts, dozens of local creatives and multiple themed areas—signals increasing competition for consumer attention in the city’s events market, as brands seek direct engagement with audiences.

Meera Karia, Director Business Development at Viva Global Kenya, said the company is partnering with Jägermeister in Kenya and urged attendees to plan safe transport. “At Viva Global, we are super proud to partner with Jägermeister in Kenya and are excited to bring this first-of-its-kind Haus of Kühl experience to Nairobi. We look forward to welcoming guests to an unforgettable celebration of music, culture and creativity. As always, we encourage everyone to enjoy the experience responsibly by planning a safe journey home, using ride-hailing services and never drinking and driving,” Karia said.

Jägermeister said “Haus of Kühl” was first introduced in South Africa in 2023 and has since run in multiple cities including Johannesburg, Durban and Cape Town. The Nairobi event will be the platform’s first edition in Kenya, with organisers indicating that updates will be shared on the brand’s social channels ahead of Saturday’s show.

Jägermeister will bring its Haus of Kühl cultural platform to Sk8City in Nairobi on 26 Sep 2026 for its first East African edition.

The company said the event will run from 6pm to 4am at Diamond Plaza 2 in its press release dated 31 Aug 2026.

Ephraim Manana Snr is Jägermeister’s Culture & Experiential Marketing Manager.

Manana said “As a Culture Brand, bringing Haus of Kühl to Nairobi for the first time is an exciting milestone for us”.

He said Nairobi appealed “because Nairobi is a city with such a powerful and constantly evolving creative pulse”.

He said the concept extends beyond music to incorporate “music and dance to fashion, art, discovery and community.”

The event matters to Kenya’s creative economy because it brings international bookings alongside work for local performers and event services.

Jägermeister said South African acts KMAT and MfanaTouchLine will perform alongside more than 36 Kenyan performers.

The company said Mariah and Sameer Bry will host the event across multiple stages and themed spaces.

Kenyan performers listed by the company include singer Iyanah and dancers Ian Tico and Thee Iconic.

The DJ line-up includes Basthma, Burugu, Calvin The Curator, Coco Kahi and DJ Lyta.

DJ Mani, DJ Rayma, Hiribae, Jayeda and JM1 also feature in the line-up.

It also includes Kamz, Kaneda, Kiptala, Kurtiss E and Love.

Mani, Monzo, Mura, Mtu Solo, Mr. Arkitech and N!k are also listed.

Other listed acts are Njeri wa Baaba & Santa Currie, Safari Oontz Collective, Selekta V, Selo, Shi and Sir M & Mista C.

Suraj, The Vibe Initiator, Tinashe The DJ, Wembe Waves and Zhai complete the company’s list.

Jägermeister said it introduced the platform in South Africa in 2023 and previously held editions across Johannesburg, Durban and Cape Town.

The Nairobi launch brings the beverage brand’s live-event marketing approach into Kenya’s nightlife market.

Such events can create demand for production, venue operations, security and creative services as brands seek closer consumer engagement.

The company said programming will include a Main Stage and a Dance Stage focused on underground sounds.

Studio Can-V will curate a Silent Disco featuring emerging DJs through head-to-head battles according to the press release.

The company said a “Manifest Speakeasy” space will offer tarot readings.

A “Meister Market” streetwear pop-up will feature brands Pesos and HAGT according to the company.

The company said a gaming zone will offer activities including giant Jenga and console games.

Jägermeister said its “Safe Now Zone” will provide a wellbeing and support area as part of responsible enjoyment measures.

Guests can “pause, hydrate, recharge and access support from the event team when needed,” the company said.

The platform could create opportunities for cross-border bookings and higher production budgets in Kenya.

Local DJs, dancers, fashion labels and visual artists could gain commercial opportunities from the event format.

Brand-owned events with selected line-ups and on-site merchandising could also increase competition among venues and promoters for marketing budgets.

Jägermeister said tickets are available through Hustle Sasa.

The press release does not disclose ticket prices, expected attendance or local partners involved in delivering the event.

Operational details including gate arrangements and security remain outstanding alongside confirmation of the full performance schedule ahead of Saturday 26 Sep 2026.