Kenya Breweries Limited (KBL) officially launched the “Tuzidi Kuinuana” campaign on 7th October at its Kisumu Plant, in commemoration of two decades since the introduction of Senator Keg Lager in Kenya. Under the theme “Tuzidi Kuinuana” (Let’s Keep Uplifting Each Other), the campaign is a celebration of Senator Keg’s transformative impact on Kenyan communities, its commitment to curbing illicit brews, and its ongoing contributions to tax revenue and economic stability.

Since its launch in 2004, Senator Keg has played a key role in offering a safe, affordable alternative to unregulated and harmful illicit brews. By collaborating closely with small-scale farmers, Senator has stimulated local sorghum production, created thousands of jobs, and generated essential tax revenue for the nation. In addition, through its community projects, the brand has changed the lives of hundreds of at-risk individuals and groups across the country.

KBL Managing Director, Mr Mark Ocitti, acknowledged Senator Keg’s contributions across its value chain. “Over the past 2 decades, Senator Keg has grown into more than an alcoholic beverage brand; it has become a catalyst for positive change. This 20-year milestone is a testament to how partnerships across our value chain can drive safer drinking choices, sustainable livelihoods, and economic growth.”

The event, attended by Kisumu Deputy Governor, Dr Mathew Ochieng Owili, community leaders, and representatives from Senator’s value chain, highlighted the beer’s impact on reducing illicit brew consumption. According to a report by British market research company Euromonitor International, Senator Keg’s low-cost, sorghum-based formula has been instrumental in curtailing illegal alcohol trade, thereby promoting public health and improving the socio-economic environment, especially in the areas of Kenya that were hardest-hit by these deadly illicit brews.

Furthermore, Senator Keg’s operations continue to contribute significant tax revenue. Its local sourcing and strategic pricing have allowed KBL to operate in line with Kenya’s economic development goals, providing affordable options for low-income consumers while contributing to Kenya’s GDP.

“The impact that we have seen over the last 20 years goes beyond sales and reaches deep into communities. Through our partnerships with Community-Based Organizations (CBOs), especially during our National Consumer Promotions, we have empowered thousands across the supply chain — from farmers to retailers — and benefited entire communities. These CBO projects have brought clean drinking water and restored dignity through improved housing, impacting lives even of individuals who do not consume Senator Keg directly.”

A key milestone in Senator Keg’s journey has been the revival of the KBL Kisumu Brewery, which was established 40 years ago, strategically positioning it as a hub for distributing beer across Uganda and Kenya’s western region. After being closed for two decades following the development of other regional facilities, KBL revived the brewery in 2017 with a Ksh14 billion investment.

Now a world-class operation, the Kisumu Brewery has enabled KBL to expand its network of farmers from 30,000 to more than 45,000, with 17,000 from Kisumu and nearby counties supplying essential sorghum. This investment has made KBL Kenya’s largest buyer of white sorghum, underscoring its commitment to supporting local agriculture and the Kenyan economy.