New Year windfall for Embu Mechanic, Sorghum farmers in Ksh1M Senator Keg promotion

A mechanic from Embu town, Francis Muriuki, has won KSh1 million in an ongoing consumer promotion run by Kenya Breweries Limited’s Senator Keg brand.

Muriuki announced that he would allocate KSh500,000 of the prize to Mwankoma Community Based Organization (CBO), a farmer-led group in Embu, during a prize draw event attended by local residents.

Speaking after receiving the award, Muriuki said the win came as a surprise, noting that it was his third attempt in the promotion. He said he plans to use the remaining funds to expand his mechanical business and invest in projects at his homestead.

“It is also important to share this win with farmers who play a key role in the Senator value chain. Supporting them will help improve their productivity,” he said.

Mwankoma CBO consists of farmers who grow sorghum, cowpeas and green grams, which they supply to Kenya Breweries Limited (KBL). The group also provides training on safe and sustainable farming practices.

Muriuki said he selected the CBO after reviewing its activities and financial needs, citing plans to support the group’s aggregation role and acquisition of farm equipment.

The prize was awarded under the Tuzidi Kuinuana consumer promotion, which is running for three months. According to KBL, the campaign will reward more than 823,000 winners through daily, weekly and monthly draws.

KBL Divisional Trade Marketing Manager Martin Wanjohi, who attended the Embu event, said the promotion also aims to support community-based initiatives linked to the brand’s supply chain.

Under the promotion, five grand prize winners each receive KSh1 million, with half of the amount directed to farmer-led CBOs nominated by the winners. Other prizes include monthly home makeover packages worth KSh50,000, weekly shopping vouchers, and daily instant cash rewards.

Consumers participate by purchasing two 500ml mugs of Senator Lager or Senator Dark Extra and submitting a code from a scratch card via SMS. The campaign is expected to continue for the next two months.