Kenyans will get to enjoy the Formula 1 Grand Prix courtesy of the Kenya Breweries Limited (KBL)’s ‘Experience Formula 1 with Johnnie Walker’

KBL will reward six consumers of Johnnie Walker whisky an opportunity to watch one of the Formula 1 Grand Prix races anywhere in the world.

The six lucky winners will be picked during the 12-week promotion and will each receive an all-expenses paid trip to one of the countries across the world that are part of the Formula 1 Grand Prix circuit as well as access to the Johnnie Walker VIP hospitality tent.

The promotion is open to consumers of any of the Johnnie Walker brands.

To participate, consumers are required to buy any bottle of Johnnie Walker, scratch the panel to reveal a 6-digit alpha numeric code and SMS the code to 20405.

Johnnie Walker consumers will also stand a chance to win Sh2, 000 daily and Sh10, 000 weekly cash prizes.

Speaking during the launch of the Experience Formula 1 with Johnnie Walker campaign, International Premium Spirits, Senior Brand Manager Alice Owambo said the decision to leverage the Formula 1 sport was to tap to the ongoing popularity of the sport as well as Diageo premiumization trends, which goes beyond the super-rich, with middle-class tipplers buying more expensive brands of alcohol rather than trading down to beer.

The Formula 1 Grand Prix circuit, which kicked off in March, comprises 21 races spread throughout the year until November. So far, four of the races have been held in Australia, Bahrain, China and Azerbaijan.