EABL celebrates 100 years of existence with one-year campaign launch
East African Breweries Plc (EABL) and its flagship brand Tusker have launched a year-long campaign across East Africa to commemorate the company’s 100th anniversary
EABL generates roughly one percent of Kenya’s Gross Domestic Product (GDP), employing over 45,000 farmers and providing direct and indirect employment in agriculture, distribution networks, and retail outlets, all of which employ millions in Kenya and the region
Tusker, the EABL’s world-famous beer brand, was the company’s first and largest product, as well as one of Africa’s most popular. It was created a century ago by George and Charles Hurst, the founders of EABL, before spreading to East Africa through a series of acquisitions in Uganda and Tanzania
“As we celebrate our 100 years, we are proud of our legacy and impact across East Africa. Our vast value chain is unparalleled and its socio-economic effect over the century continues to benefit millions across the region. These celebrations will not only take stock of our heritage, deeply etched in the tapestry of our history but will also look into what the next 100 years hold for us,” EABL Group Managing Director and Chief Executive Jane Karuku.
She also said that the company is “purposefully driving a shared prosperity agenda to guarantee value for our employees, business partners (such as distributors and retailers) and consumers. That is why we announced a Kshs 22 billion sustainability investment plan on biomass-based energy production and water recovery.”
Kenya, EABL’s home country, is spearheading the celebrations, with Kenya Breweries Limited (KBL) partnering with Tusker to mark special dates and occasions
“KBL’s year-long celebration will involve our consumers and communities, with Tusker driving brand campaigns to connect with our fans across the country. For instance, to celebrate our culture through music and sports, we are launching Tusker Nexters, a platform for the next-generation in music and sports stars. You will see a lot more in the coming days,” said KBL Managing Director, John Musunga.
Established in Ruaraka as a humble, riverside operation in 1922, EABL has transformed into the biggest manufacturing operation in the region, positively impacting millions in its value chain where the company sources raw material, makes and sells off its products