Jägermeister will debut its Haus of Kühl experiential cultural platform in Nairobi on Saturday, September 26, 2026, taking over Sk8City at Diamond Plaza 2 from 6pm to 4am, the company said in a press release dated August 31, 2026. The event is positioned as the brand’s first entry into the East African market and will feature two South African acts—KMAT and MfanaTouchLine—alongside more than 36 Kenyan performers.

The company said Mariah and Sameer Bry will host the event, which is set to run across multiple stages and themed spaces. Jägermeister also listed Kenyan acts expected to appear, including singer Iyanah, dancers Ian Tico and Thee Iconic, and a DJ line-up that includes Basthma, Burugu, Calvin The Curator, Coco Kahi, DJ Lyta, DJ Mani, DJ Rayma, Hiribae, Jayeda, JM1, Kamz, Kaneda, Kiptala, Kurtiss E, Love, Mani, Monzo, Mura, Mtu Solo, Mr. Arkitech, N!k, Njeri wa Baaba & Santa Currie, Safari Oontz Collective, Selekta V, Selo, Shi, Sir M & Mista C, Suraj, The Vibe Initiator, Tinashe The DJ, Wembe Waves and Zhai.

The Nairobi edition expands a platform the company said it introduced in South Africa in 2023, with previous editions held across Johannesburg, Durban and Cape Town. The launch in Kenya comes as global beverage brands increasingly invest in live events and experiential marketing to build consumer engagement, a trend that has helped grow Nairobi’s nightlife economy and demand for event production, venue operations, security and creative services.

Ephraim Manana Snr, Culture & Experiential Marketing Manager at Jägermeister, said the company viewed Nairobi as a key creative market. “As a Culture Brand, bringing Haus of Kühl to Nairobi for the first time is an exciting milestone for us because Nairobi is a city with such a powerful and constantly evolving creative pulse,” Manana said. He added that the concept aims to extend beyond music by incorporating “music and dance to fashion, art, discovery and community.”

According to the press release, programming will be split across a Main Stage, a Dance Stage focused on underground sounds, and a Silent Disco curated by Studio Can-V featuring emerging DJs through head-to-head battles. The company also outlined additional areas, including a “Manifest Speakeasy” space offering tarot readings, a “Meister Market” streetwear pop-up featuring brands Pesos and HAGT, and a gaming zone with activities such as giant Jenga and console games.

The company said the event will also include a “Safe Now Zone,” described as a wellbeing and support area for guests to “pause, hydrate, recharge and access support from the event team when needed,” framing it as part of responsible enjoyment measures.

For Kenya’s creative economy, the arrival of a structured international brand platform signals potential for more cross-border bookings, higher production budgets and new commercial opportunities for local DJs, dancers, fashion labels and visual artists. It may also increase competition among venues and promoters as brands shift spend toward owned events with tightly curated line-ups and on-site merchandising.

Jägermeister said tickets are available via Hustle Sasa. The company has not disclosed ticket prices, expected attendance, or local partners involved in event delivery in the press release. The next milestone will be the release of additional operational details—such as gates and security arrangements—and confirmation of the full performance schedule ahead of the September 26 date.