Johnnie Walker Blue Label reinforced its dominance in the premium whisky market with an exclusive Blue Party at the Kisumu Yacht Club on November 16th. The invite-only event gathered over 200 influential guests from the Western region’s business and social circles, offering an unforgettable night of luxury, fine dining, and premium whisky.
The event highlighted Johnnie Walker’s commitment to elevating the whisky experience through its premiumisation strategy, with strong enthusiasm from attendees eager to savor the craftsmanship and elegance of Johnnie Walker Blue Label. This excitement was evident in the sale of 150 bottles throughout the evening, reflecting the growing demand for luxury experiences as the festive season nears.
A key attraction of the night was the auction of premium collections, including the prestigious Blue Label King George V and the iconic Johnnie Walker Blue Label. While the auction was not the main event, it added an interactive and exciting element, contributing to the luxurious atmosphere of the evening.
Alvin Mbugua, General Manager for Premium Spirits at East African Breweries Limited (EABL), shared: “The premiumisation of our whisky portfolio is central to our strategy. Johnnie Walker Blue Label leads this charge by offering not just exceptional quality but also curated experiences for a modern, discerning audience. Events like the Blue Party showcase how we are redefining luxury and setting new benchmarks in the industry.”
The Blue Party also offered a multisensory immersive experience with expertly crafted cocktails, including the signature Whisky Passion, at the Johnnie Walker Blue and Ke.The Bar stands. Mixologists demonstrated the versatility of Blue Label, creating drinks that perfectly blended sophistication and flavor, enhancing the whisky experience.
Payal Patel, Board Member of Kisumu Yacht Club, commented: “We are truly honored to have hosted Johnnie Walker Blue Label at Kisumu Yacht Club. There is a growing appetite for experiential luxury in this region, and this event has set a high standard. We look forward to partnering with other premium brands to offer similar unique experiences to our clientele.”
The Blue Party marked the third exclusive event under the Johnnie Walker Blue Club, a curated community of innovators, game-changers, and tastemakers. This community is integral to Johnnie Walker’s premiumisation strategy, providing members with bespoke opportunities to celebrate progress, forge meaningful connections, and enjoy the brand’s rich heritage.