NAIROBI, Kenya August 30 — Kenya Breweries Limited (KBL) through its beer brand White Cap will be the official Responsible Drink partner for the 50th edition of the Classic Car extravaganza, Concours D’Elegance.
The partnership will see the company extend its’ ongoing motorsport strategy that has involved it more recently in several motorsport events under the Kenyan Motorsports Federation umbrella with the aim to encourage the culture of responsible drinking and behaviour within the adrenaline sport.
Speaking during the announcement of the partnership, EABL Group Corporate Relations Director Eric Kiniti noted that supporting this specific proposition was a strategic move at connecting with its motorsport consumers who enjoy both adrenaline sports and the exciting appreciation for Classic vehicles.
“This year, as KBL we come on board for the event through our brand Whitecap which mirrors the goals and objectives of the classic event. We strive to create world-class experiences which we feel Concours D’elegance has repeatedly done over the past 50 years,” he said.
He added that the company intends to use the event as an awareness campaign around responsible drinking, noting the company’s commitment towards creating a healthy and safe drinking culture.
Speaking on the partnership, Alfa Romeo Owners Club Chairman, Peter Wanday said.
“We are delighted to partner with KBL through their brand Whitecap welcoming them on board as an official responsible drinking of the 50th Edition of the Concours D’Elegance.”
2022 marks 50 years for the classic event, one of the standout classic and vintage Leisure motorsport events in the world that sees representation from across the world. 30 International participants are expected for the Golden Jubilee Edition.
