By Antynet Ford
East African Breweries (EABL) has launched the first-of-its-kind exclusive members club under its luxury brand, Johnnie Walker Blue Label. Dubbed The Blue Club, the initiative aims to catalyze connections that foster thought leadership across industries and drive innovation in the luxury space.
Speaking during the launch, EABL Group Managing Director and CEO, Jane Karuku, described The Blue Club as a pioneering concept in luxury marketing.
“As a leading luxury brand, the iconic Johnnie Walker Blue Label will curate connections that open up new thinking, and inspire partnerships among future shapers, change drivers, and convention challengers to push boundaries in their spheres. We aim to redefine the landscape of contemporary luxury in Kenya while engaging game-changers shaping the future, challenging norms and making a difference,” said Ms. Karuku.
The club will involve curated events and gatherings, where members will have the opportunity to engage with pioneers, industry captains, innovators, and thought leaders.
Blue Club members will enjoy exclusive benefits enabled through unique partnerships designed around Johnnie Walker Blue Label and tailored to their interests.
KBL Managing Director, Mark Ocitti, commented: “We are leading the way in premiumisation, fuelled by the insight that our consumers are increasingly choosing to drink better, not more. We are dedicated to crafting exceptional, high-quality beverages that reflect sophistication and cater to refined tastes. Our portfolio stands as a testament to this commitment, offering a unique blend of artistry, distinction and depth of character in every sip.”
The launch event, held at Nairobi’s Karen Blixen centred Artificial Intelligence (AI) with a captivating keynote by Meta’s Regional Director for Africa, Enitan Denloye. In animating the AI theme, guests arrived to a welcome by an interactive avatar named Mr. Walker, embodying Johnnie Walker’s iconic striding man. The blending of AI with every aspect of the experience highlighted the Blue Club’s commitment to pushing the boundaries of traditional networking.
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Johnnie Walker Blue Label is an exquisite blend made from some of Scotland’s rarest and most exceptional whiskies – only one in 10,000 casks contains whisky with sufficient quality and character to become part of Blue Label. Opening with hazelnuts, sherry and oranges, it follows with ginger, sandalwood and dark chocolate. Honey emerges, with hints of pepper and dried fruit, finally finishing with a smooth smokiness.
The Blue Club is poised to lead the way in shaping the future of exclusive networking and asserting Johnnie Walker Blue Label’s positioning as a leading luxury whisky brand.