Kenya Breweries Limited (KBL) has unveiled the 2020 Festive Gifting catalogue.
The festive catalogue aims to give Kenyans who are above the legal purchase age a wide array of alcoholic beverages to gift their loved ones during the festive season.
According to a survey conducted by KBL dubbed Gifting Survey Report, Kenyans loves to gift alcoholic beverage packs during festivities. “Thirty nine percent of the respondents said they would consider alcohol as a gift, and whisky is the most popular gift preference,” according to the study.
The London-based designer, who was commissioned in 2017 by New York’s Museum of Modern Art to create a custom piece for its first fashion exhibition in 70 years, has created his Johnnie Walker designs with a focus on bold, undulating and multi-dimensional graphics and optical illusions that play with people’s sense of awareness. His creative process is influenced both by his working-class upbringing and his personal desire to push boundaries with his art.
Richard Malone said: “Johnnie Walker is made to be enjoyed with the ones you love. Throughout this project I’ve learned so much about the incredible skill and effort required to craft each bottle, from the production process to the sensation of each flavor, and the rich history of the artisans creating each batch. That’s especially where I’ve seen the crossover with my own practice and love for creation.
“I hope the pack is striking, exciting, and representative of something that is forward thinking, inclusive, vibrant and optimistic. I think we all need that now, a gift that is uplifting.”
Johnnie Walker Master Blender Jim Beveridge added: “We make whisky in the belief that it should be shared with the people who matter most on the journey you make together. An important part of that outlook involves helping to create memorable moments when people raise a glass to celebrate the good times ahead.
“Richard’s wonderful imagination and exceptional eye for detail are obvious to anyone who has seen his work and he was able to capture the very nature of our whiskies, with incredible designs that bring their flavours and character to life in a really remarkable way
Responding to this desire by consumers, the 2020 festive catalogue, which is in form of a calendar aims at providing information to guide selection of the ideal gift for next 30 days.
The gifting catalogue, which will be available on KBL’s website and digital channels, social media and selected off-trade outlets, offers over 24 alcoholic beverages to choose from.
Speaking during the launch of the 2020 festive campaign, KBL’s Senior Brand Manager, Reserve Kenya Catherine Maribei expressed her confidence that the campaign will complement consumer options to elevate the gifting experience for themselves, their friends and loved ones.
“The gifting culture in Kenya has progressively evolved over the years as consumers now have a wealth of insights, information and a host of brand options they can choose from for the ideal gift. The 30-day gifting campaign gives emphasis to our objective as a company to provide everyday gifting opportunities for our consumers to enrich the giving experience for their everyday occasions. The new festive campaign will see a tailor-made gifting calendar with, several pairings, gifting information and other subtle value propositions that will ensure our customers make the perfect gift choices and receive the best value for their hearts and their wallets this festive season,” said Ms. Maribei
KBL, through Diageo, has collaborated with London-based designer, Richard Malone, to design Johnnie Walker bespoke gift pack range.
“The limited-edition packs have been created for the brand’s core range, from Johnnie Walker trademark, Singleton, Craggamore, Lagavulin, Cadhu, amongst others and they are undeniably eclectic in style, Malone’s aesthetic is a mix of energetic colors and asymmetrical patterns,” said KBL’s Head of Spirits, Ms. Flavia Othim.
Ms. Othim added, “The campaign boasts an expanded range of options across KBL’s premium and reserve spirits portfolio. These options will also provide a novel experience for consumer’s palates and stimulating their senses, whether they decide to treat themselves, or their loved ones.”