Casamigos Tequila Brand Launched in Kenya’s Luxury Spirits Market

George Clooney’s tequila brand, Casamigos, expands into Kenya’s luxury spirits market, marking its debut with an event hosted by EABL at Sankara Hotel. The launch included notable attendees and emphasized the brand’s premium positioning within an evolving market increasingly embracing imported spirits.

Casamigos, the premium tequila brand co-founded by George Clooney, is expanding into Kenya’s luxury spirits market. This move was marked by a distributor launch event hosted by East African Breweries Limited (EABL) at Nairobi’s Sankara Hotel, following its prior introduction at the Blankets & Wine festival in late 2024.

The launch event featured a blue-themed decor that aligned with Casamigos’ brand aesthetic, attracting noted personalities like Jay Take A Pic, Miano Muchiri, and Ajib Gathoni. Guests followed a “shades of blue” dress code, enhancing the ambiance, while the Juke Box band provided live entertainment, setting a festive mood for the occasion.

Kenya’s drinks market is increasingly leaning towards high-end imported spirits, particularly among urban consumers and upscale venues. Alvin Mbugua, General Manager of Spirits at EABL, remarked, “This launch is a critical move in our strategy to establish Casamigos as premium tequila in Kenya. Our vision is to elevate the premium spirits category, and this event empowers our partners to be ambassadors of that vision.”

Founded in 2013 by George Clooney, Rande Gerber, and Mike Meldman, Casamigos, which means “House of Friends”, was acquired by Diageo in 2017. As it rolls out in Kenya, Casamigos represents the growing trend of international premium spirits targeting Africa’s burgeoning market.

The debut of Casamigos in Kenya, highlighted by a successful launch event, signals an important step in the brand’s expansion. With a strategic focus on premium spirits, EABL aims to position Casamigos as a leader in the luxury tequila sector, leveraging the rising demand for high-quality imports among Kenyan consumers. This development echoes a larger trend of international brands entering Africa’s growing market for upscale spirits.

Original Source: www.kbc.co.ke