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, with EABL hosting a distributor event in Nairobi. The launch focuses on establishing Casamigos as a premium brand amidst a growing trend for high-end spirits in Kenya. The brand aims to elevate the luxury spirits category in the region.
George Clooney’s tequila brand, Casamigos, is entering Kenya’s luxury spirits market. The brand, co-founded by Clooney, has seen a recent distributor launch event hosted by East African Breweries Limited (EABL) in Nairobi at Sankara Hotel, building upon its initial introduction at the Blankets & Wine festival in late 2024.
The launch event featured a blue-themed aesthetic, with attendees, including notable figures like Jay Take A Pic, Miano Muchiri, and Ajib Gathoni, adhering to a “shades of blue” dress code. Live entertainment was provided by the Juke Box band, enhancing the festive atmosphere.
Kenya’s drinks market is increasingly favoring high-end imported spirits, driven by urban consumers and premium venues. Alvin Mbugua, General Manager Spirits at EABL, emphasized the significance of this launch in their strategy to position Casamigos as a leading premium tequila brand in Kenya. He noted the event as pivotal in advancing their vision to uplift the premium spirits category.
Founded in 2013 by George Clooney, Rande Gerber, and Mike Meldman, Casamigos translates to “House of Friends.” After its acquisition by Diageo in 2017, the brand is expanding further in Kenya amidst a broader trend of international premium spirits penetrating Africa’s emerging markets.
Casamigos tequila’s launch in Kenya marks a significant step in the brand’s expansion into African markets. With the backing of EABL and increasing demand for luxury spirits, Casamigos aims to establish itself as a premium choice for consumers. This reflects a growing trend of international brands tapping into Africa’s evolving luxury market.
Original Source: www.kbc.co.ke
