Origin of the name 'Tusker' as EABL launches Tusker at 100 celebrations

Year-long campaign to celebrate 100 years of existence across East Africa

EABL Plc Group MD and CEO Jane Karuku during the launch of Tusker at 100 celebrations on March 4, 2022

East African Breweries Plc (EABL) and its flagship brand Tusker have kicked off a year-long campaign to celebrate 100 years of existence across East Africa.

Established in Ruaraka as a humble, riverside operation in 1922, EABL has transformed into the biggest manufacturer operating in the region, positively impacting millions in its value chain where the company sources raw material, makes and sells its products.

EABL contributes about 1% of Kenya’s Gross Domestic Product (GDP), the outcome of over 45,000 farmers, as well as direct and indirect employment in the agriculture, distributor networks, and retail outlets all employing millions in Kenya and the region.

Tusker, its world-renowned beer brand, was first brewed a century ago, by George and Charles Hurst, the brothers who pioneered EABL.

The brand then expanded to East Africa through a series of acquisitions in Uganda and Tanzania.

The now-iconic beer brand’s name refers to the company co-founder, George, who was killed by an elephant during a hunting expedition in Tanzania.

“As we celebrate our 100 years, we are proud of our legacy and impact across East Africa. Our vast value chain is unparalleled and its socio-economic effect over the century continues to benefit millions across the region.

"These celebrations will not only take stock of our heritage, deeply etched in the tapestry of our history but will also look into what the next 100 years hold for us,” stated EABL Group Managing Director and CEO, Mrs Jane Karuku.

“KBL year-long celebration will involve our consumers and communities, with Tusker driving brand campaigns to connect with our fans across the country.

"For instance, to celebrate our culture through music and sports, we are launching Tusker Nexters, a platform for the next-generation in music and sports stars. You will see a lot more in coming days,” stated Kenya Breweries Limited (KBL) Managing Director, John Musunga said;

Looking into the future, Mrs Karuku said EABL is conscious and deliberate in its sustainability for the business to last beyond the next 100 years with a set of ambitious goals to be achieved by the year 2030.

“We are purposefully driving a shared prosperity agenda to guarantee value for our employees, business partners (such as distributors and retailers), and consumers. That is why we announced a Sh22 billion sustainability investment plan on biomass-based energy production and water recovery,” said Mrs. Karuku.

In Kenya, Musunga said the business is, among other things, educating consumers of harms associated with alcohol, Wrong Side of the Road.

"The campaign is a real opportunity for drivers to learn about the consequences of drink-driving, allowing them to connect with real-life case studies – to pass the message that every accident caused by this act is preventable,”

To find out more about the Centennial anniversary celebration plans and how you can get involved and raise a Tusker to say ‘Cheers to 100’ at tusker.beer.

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