Kenya Breweries Limited’s (KBL) value beer brand, Senator Keg, has launched the Tuzidi Kuinuana (Let’s Continue Uplifting Each Other) promotional campaign, a KSh33.7 million initiative designed to directly benefit Community Based Organizations (CBOs) and sorghum farmers who supply raw materials to the brewer.
The three-month-long campaign will reward at least 823,025 winners nationwide. Five grand winners will each receive KSh1 million, with KSh500,000 going directly to the winner and the remaining KSh500,000 donated to two farmer-led CBOs of their choice. The initiative reinforces the brand’s long-standing commitment to uplifting grassroots enterprises and supporting agricultural livelihoods.
Additional reward categories include:
- 30 monthly winners who will receive a KSh50,000 home makeover package, featuring essential household items such as TVs, sofas, mattresses, and beds.
- Weekly winners who will walk away with KSh2,500 shopping vouchers redeemable at leading retail outlets.
- More than 800,000 daily winners who will win instant cash prizes starting from KSh25.
Senator Keg currently works with over 45,000 contracted sorghum farmers across eight counties, many of whom are also members of CBOs benefiting from the brand’s economic and social empowerment programs.
Speaking during the launch in Ruiru, KBL Managing Director Andrew Kilonzo celebrated consumers for their loyalty and key role in shaping the brand’s purpose and progress, particularly in its mission to combat illicit alcohol across Kenya.
“Senator Keg is fundamentally about enriching lives — from our farmers and aggregators to threshers, transporters, and the many partners across our production and distribution value chain. By supporting this ecosystem, we ensure sufficient raw materials while fostering economic growth for farmers and communities across the country. We remain deeply committed to the welfare of the people who grow for us, work with us, and enjoy our beer,” he said.
He added: “The end goal of this consumer promotion is to reflect our shared values with communities, ensuring that alcohol plays a positive, responsible role in society.”
Over the years, Senator Keg has supported more than a dozen regional CBOs through grants and cash donations that have enabled them to run communal projects including water supply, agribusiness ventures, and sanitation initiatives.
The National Consumer Promotion (NCP) campaign continues to promote social sustainability and economic empowerment across Kenya. It has contributed to increased sorghum production, job creation, and higher tax revenues for the government.
The campaign further reinforces KBL’s commitment to raising awareness about the dangers of illicit alcohol while transforming illicit brew hotspots into formal commercial markets and creating wealth for communities in the process.
Tuzidi Kuinuana builds on the brand’s 20-year legacy, celebrated last year, following the introduction of Senator Keg in 2004 as a safer, affordable alternative to illicit brews that had claimed thousands of lives. The brand has since played a transformative role in Kenya’s alcohol landscape, promoting regulated, high-quality products and supporting healthier, safer communities.