Following its trade launch in mid-2024, East African Breweries Limited (EABL) today celebrated the consumer launch of Don Julio 1942, offering an immersive experience that showcased the brand attributes. This event was the culmination of a strategic six-month journey aimed at deeply integrating this luxury tequila into the Kenyan market.
The six months were used to educate, engage and train industry professionals on the brand nuances including how to have the perfect serve. The focus was on creating a market that not only understands the value of this tequila but also appreciates its place in the spectrum of global luxury spirits.
The consumer launch marked a grand introduction of Don Julio 1942 to the broader Kenyan public, turning the education of the last half of the year into a celebration. This event was meticulously planned to resonate with the insights gathered from those initial samplings, where consumers praised the tequila for its nuanced flavors, ideal for both sipping and mixing, thus setting a new benchmark for luxury in Kenya’s spirits market.
Jean Okech, Head of Marketing spirits portfolio at EABL, said, “Don Julio 1942 is more than just a premium spirit; it is an indulgence. It is the embodiment of luxury, a toast to life’s monumental experiences. Our strategic six-month journey post trade launch was dedicated to this vision, ensuring that when we celebrated with our consumers, we did so with a market that understood and appreciated this spirit. Today’s consumer launch is not just a celebration of the spirit itself but of the journey we’ve taken together with our consumers, setting the stage for future experiences with Don Julio 1942.”
She also added, “We were able to build off the excitement of our trade partners and have been able to partner with them in hosting 10 exclusive brand events. By leveraging on our strong network of trade partners, we have been able to deliver a luxury product that elevates the consumer experience and drives profitability for our valued partners.”
EABL’s dedication to innovation and excellence continues to drive its expansion and solidify its position as a leader in the alcoholic beverages industry.
