Kenya Breweries Limited through its iconic whisky brand, Johnnie Walker has unveiled 20 teams that will compete to win an all-expenses-paid Formula 1 Championship trip.
The 20 teams will be subjected to a month-long competition dubbed Kenya Racing Festival. The competition will combine both Go-Kart racing and F1 Virtual Reality Simulation – an F1 simulator takes you through a virtual journey of full F1 experience. The winning team will get to travel to Abu Dhabi for Formula 1 Championship later in the year.
Speaking at the unveiling ceremony in Nairobi, KBL Head of Premium Spirits, Grace Nshemeire-Gwaku said “we present to you these 20 teams that will compete amongst each other to beat the fastest time. We believe this is an exciting chapter for Kenya to show the world that there are Go Kart champions in this part of the world and Johnnie Walker is proud to sponsor them.”
The decision to leverage Formula 1 sport is to tap to its growing popularity in Kenya and marrying it with Diageo premiumization trends. “This is the coming together of two globally acclaimed brands. Formula 1 is the perfect fit for Johnnie Walker, which inspires and is giving consumers the opportunity to explore the rich possibilities of their world.”
The competition feeds into the larger Johnnie Walker serve campaign that is ongoing across the country whose aim is to energizing consumers to push their boundaries and taste more out of life by exploring the unfamiliar.