The Kenya Breweries Limited (KBL) has today announced that its beer brand White Cap would serve as the official drink partner for the 50th Concours D’Elegance celebration of classic cars.
Speaking during the announcement of the partnership, East African Breweries Limited (EABL) Group representative Charles Okanya said the move will connect with motorsport consumers who enjoy both adrenaline sports and the exciting appreciation for Classic vehicles.
“This is the strategic move that connects with our motorsport consumers who enjoy both adrenaline sports and the exciting appreciation for Classic vehicles. Concours D’Elegance is one of the most exciting motorsport events in the calendar year. It brings together the best of both motorsport world. The thrill of vehicles and love of classic vehicles,” Okanya said.
Okanya further added that the company plans to use the occasion as part of a campaign to raise awareness of responsible drinking.
“This year, as KBL, we come on board for the event through our brand Whitecap which mirrors the goals and objectives of the classic event. We strive to create world class experiences which we feel Concours D’elegance has repeatedly done over the past 50 years,” he said.
Speaking on the partnership, Alfa Romeo Owners Club, Peter Wanday expressed appreciation with the arrangement saying that KBL’s brand Whitecap had welcomed them as the official responsible drinkers of the 50th Concours D’Elegance.
“We are delighted to partner with KBL through their brand Whitecap welcoming them on board as official responsible drinking of the 50th Edition of the Concours D’Elegance. Reaching this monumental landmark of 50 years is extremely gratifying for us as Alfa Romeo Club as we continue to ensure the love for classic cars is expressed this prestigious event, we look forward to KBL involvement for the long-term future,” Wanday said.
The 50th edition of the Classic Car extravaganza, Concours D’Elegance to be held on September 25, 2022 at the Ngong race course.