EABL launches Month-Long world Tequila celebration to Depen category leadership in Kenya

Nairobi, 7th July 2025 – East African Breweries Plc (EABL) has officially kicked off World Tequila Month in Kenya, extending the traditional one-day global celebration (July 24th) into a month-long cultural campaign. The initiative signals EABL’s ambition to lead the premium tequila segment in Kenya and elevate tequila’s reputation beyond its party-shot past.

“World Tequila Month reflects our ambition to lead Kenya’s premium tequila market,” said Victoria Mbugua, Brand Manager for Don Julio and Casamigos. “We’re inviting consumers to explore the craft, versatility, and elevated experience of tequila. With Don Julio and Casamigos, we’re setting a new benchmark—redefining tequila as a spirit of choice for any occasion, not just a quick shot.”

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Tequila’s Rising Popularity in Kenya

Kenya’s spirits market is witnessing a surge in premium tequila demand, driven by evolving consumer tastes and a growing appreciation for high-quality, experience-led drinking. With Don Julio and Casamigos—two of the most celebrated tequila brands globally—EABL is tapping into this shift to build cultural relevance and category dominance.

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Experiential Campaign Across Kenya

Throughout July, EABL will host a series of consumer engagement experiences across Nairobi and key urban centres. These will include:

• Masterclasses on how to savour tequila neat, in cocktails, or with unique mixers.
• Tasting experiences featuring pairings like Don Julio Blanco with apple juice, Reposado with pineapple, and Casamigos neat with curated garnishes such as pineapple chunks and Tabasco.
• Pop-up events and bar takeovers designed to shift consumer perceptions from party-shot culture to slow sipping and flavour appreciation.

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Redefining the Tequila Experience

By championing tequila’s craftsmanship, heritage, and versatility, EABL is aiming to position Don Julio and Casamigos as the definitive premium tequila offerings in Kenya. The campaign also underscores the broader shift in how consumers engage with spirits—prioritizing storytelling, quality, and experience.

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A Toast to Culture and Craft

“Tequila is more than a drink—it’s a culture. And we’re weaving that into Kenyan celebrations with style, flavour, and respect for the craft,” added Mbugua.

Through World Tequila Month, EABL reinforces its leadership in premium spirits and charts a bold course for tequila’s future in Kenya—one that is refined, inclusive, and culturally resonant.

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