George Clooney’s Casamigos Tequila Launches in Kenya’s Luxury Market

Casamigos, co-founded by George Clooney, is launching in Kenya’s luxury spirits market. EABL hosted a launch event at Sankara Hotel, featuring a blue theme and live entertainment. The event aimed to promote premium tequila amid growing consumer demand for high-end imported spirits in Kenya.

Casamigos, a luxury tequila brand co-founded by actor George Clooney, is making its mark in Kenya’s expanding luxury spirits market. East African Breweries Limited (EABL) organized a distributor launch at the prestigious Sankara Hotel in Nairobi, marking a concerted effort to promote the brand after its initial introduction at the Blankets & Wine festival in late 2024.

The launch event featured a blue theme, attracting prominent figures including Jay Take A Pic, Miano Muchiri, and Ajib Gathoni. Guests adhered to a “shades of blue” dress code, which enhanced the overall ambiance of the occasion. Live music by the Juke Box band contributed to the lively atmosphere.

Kenya’s drinks market is increasingly favoring high-end imported spirits, driven by urban consumers and upscale venues seeking premium options. “This launch is a critical move in our strategy to establish Casamigos as premium tequila in Kenya,” said Alvin Mbugua, General Manager Spirits at EABL. He emphasized the importance of this initiative in elevating the premium spirits category.

Casamigos, whose name means “House of Friends,” was established in 2013 by Clooney, Rande Gerber, and Mike Meldman. The brand was acquired by Diageo in 2017. As it continues to expand in Kenya, Casamigos is part of a broader trend of international premium spirits entering Africa’s emerging markets.

The introduction of Casamigos tequila in Kenya, spearheaded by East African Breweries Limited, underscores the growing interest in premium spirits within the region. The successful launch event highlighted the brand’s positioning and commitment to elevating Kenya’s luxury drink market. With a focus on urban consumers, Casamigos exemplifies the trend of luxury brands tapping into Africa’s emerging markets.

Original Source: www.kbc.co.ke