EABL partners with Ciel Lounge to launch Don Julio after dark in Nairobi

KENYA – East African Breweries PLC (EABL) has partnered with Nairobi-based Ciel Lounge to introduce Don Julio After Dark, a weekly brand experience aimed at strengthening the tequila brand’s presence in Kenya’s premium hospitality market.

Launched on October 22, 2026, at Ciel’s rooftop lounge in Westlands, the initiative will establish Thursday evenings as dedicated Don Julio nights, bringing together the brand’s heritage, signature presentations and professional mixology within an upscale hospitality setting

The partnership forms part of EABL’s broader strategy to work with selected hospitality establishments to create closer connections between its international premium spirits portfolio and consumers.

Rather than focusing solely on product distribution, the company intends to develop experiences that incorporate brand storytelling, staff expertise and service quality.

“We see an important opportunity to work closely with hospitality partners to bring our luxury brands to life in ways that feel relevant to the spaces and the people within them,” said Wanjiru Murage, Marketing Manager, International Premium Spirits & Reserve at EABL.

At Ciel, the initiative is supported by Kingkline Ojal, Diageo’s Luxury Spirits Brand Ambassador, who is leading training for the hospitality team on Don Julio’s heritage, craftsmanship and brand presentation.

The programme is designed to strengthen staff knowledge and ensure consistency in the guest experience.

Ciel founder Antony Owich said the collaboration complements the venue’s focus on creating distinctive hospitality experiences through atmosphere, artistry and attentive service.

The partnership comes amid increasing competition in Kenya’s premium alcoholic beverages market, where established players are investing in brand differentiation and new consumer experiences.

According to Euromonitor International’s August 2026 report on spirits in Kenya, EABL maintained a dominant position in the market in 2025, accounting for 51% of off-trade spirits volume, compared with 14% for its nearest competitor, Kenya Wine Agencies Limited.

The broader industry is also undergoing significant strategic changes. Japan’s Asahi Group Holdings is pursuing its acquisition of Diageo’s controlling stake in EABL, a transaction that received Kenyan competition approval in September 2026, subject to conditions.

EABL’s financial performance has meanwhile highlighted the growing importance of premium and mainstream spirits, with its spirits segment recording 30% growth in net sales value in the financial year ended June 2026.

For EABL, the Ciel partnership represents another approach to building brand visibility and strengthening relationships with hospitality operators.

With the festive season approaching, Don Julio After Dark marks the beginning of a year-long collaboration, positioning Ciel as the brand’s designated Thursday-night partner in Nairobi.

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