Kenya Breweries Limited (KBL), through its White Cap beer brand, has renewed its collaboration with the 2023 edition of the East African Safari Classic Rally.
They are now the official sustainability partner for the world-renowned classic car rally event.
This partnership embodies white cap's dedication to the Kenyan motorsports sector, aligning with the brand's ongoing strategy to use high-level motorsport as a platform to raise awareness of the company’s sustainability agenda on environmental conservation and responsible drinking within the sport.
"This year's East African Safari Classic Rally marks an evolution towards sustainability. As the world's only carbon-free rally, it stands as a pivotal moment for us at white cap," commented Abel Ratemo, KBL senior brand manager, Whitecap Lager.
"Alongside our ongoing efforts supporting sustainability initiatives, notably our partnership with the Rhino Ark Trust, our collaboration with the Classic rally represents our intensified focus on eco-friendly endeavours."
In line with white cap's stance on sustainability, the brand aims to emphasise the importance of reducing the event's environmental impact.
"Our role extends beyond responsible drinking advocacy; we aim to echo the message of sustainability, showcasing how even the toughest rally in the world can adapt and significantly minimize its ecological footprint."
Tash Tundo, East African Safari Classic Rally general manager, expressed enthusiasm, saying, "We're thrilled to have KBL on board once again, this time as the responsible drinking and sustainability partner for the East African Safari Classic Rally.
"This partnership underlines our joint commitment to responsible drinking while taking a vital step towards a more sustainable future for our country and global sporting events."
The 2023 East African Safari Classic Rally, as it has done in the past, promises to be a milestone event.
It features 44 international rally teams and 21 local teams, all traversing a 9-day route exclusively within Kenya, covering approximately 4000 kilometers.
The rally kicks off on December 10 at Vipingo Ridge and concludes in Diani on December 18, 2023.
