Kenya Breweries Limited (KBL) has launched a DJ competition called the Smirnoff Battle of the Beats. The competition will take place over 12 weeks and will see up and coming DJs meet and battle it out for the top prize.

Speaking at the launch event of the competition, KBL Managing Director, Mrs. Jane Karuku, said the exciting new prospect was in line with the company’s commitment to continually engage with their consumers at their specific touch-points as they continue to provide consumer-led options for the evolving consumers.

“We are extremely proud to introduce the Smirnoff Battle of the Beats competition to Kenyans. The exciting new proposition leverages on the creative talent of Kenyan millennials and a booming entertainment industry. The competition is part of our broader agenda to create consumer led campaigns that address changing tastes and preference across a diverse category of consumers in the Kenyan market. We are confident the Kenyan entertainment scene will benefit massively from such talent-based initiatives that present options for Kenyans to maximize their talents and preferences through our vibrant Smirnoff brand,” said Mrs. Karuku.

KBL’s Head of Mainstream Spirits Ann-Joy Muhoro said: “The brand Smirnoff is founded on key pillars of Music, Art, Dance and Fashion, all cornerstones of a vibrant and creatively driven society. Today, Battle of the beats is a culmination of the research led insights that show more and more that Kenyans are increasingly investing in creative arts as lifestyle. Knowing this, Kenya breweries has provided a platform where our consumer can express themselves in this unique art form to enjoy and entertain Kenyans. We want to continue to connect with our consumers at their touchpoints and this competition is another supporting element for this.”