EABL’S CHROME VODKA AND SAUTI SOL SIGN PARTNERHIP DEAL

EABL’s Chrome Vodka has today announced a partnership deal with Sauti Sol, Kenya’s leading afro-pop group as the brand ambassadors who will drive its “Dream Big, Be Bigger” #ShineOn marketing campaign while the brand becomes the official sponsor of Sauti Sol’s “Live and Die in Afrika” national tour.
The tour, which is the first of its kind in Kenya, will see the group stage live performances in Kisumu, Eldoret, Nakuru, Machakos and Mombasa to popularize their album, which has already proved a big hit in the local charts going platinum within 37 hours of its launch.
“This venture brings to life the strong connection between Chrome Vodka’s innovative leadership as a credible, premium quality vodka and Sauti Sol’s legendary appeal in afro pop music” said Anne Joy Muhoro, EABL Kenya Marketing Manager, Mainstream Spirits. “Chrome Vodka aims to support local talent and at the same time drive a brand that resonates with our target consumer”
“Sauti Sol is Kenya’s pride in the music industry; young men who have a vision that they are successfully bringing to life; they have managed to build a strong brand in both local and international markets. They have achieved this through the power of determination and dedication and these are the characteristics that resonate with both Chrome and Sauti Sol’s target consumers,” explained Marek, Managing Director, Sauti Sol Entertainment.
In December 2014, EABL introduced Chrome Vodka to tap into the consumer segment seeking a price accessible, high quality brand with premium cues. The brand is leading innovation in the lower mainstream segment and has recently expanded to include a pre-mixed vodka, Chrome Spark with a recommended retail price of Ksh 80 per 300ml bottle, and a lemon flavoured vodka with a recommended retail price of Ksh 180 for 250ml.
Live and Die in Afrika was added in BBC Africa’s Top 10 tracks of 2015 and Okayafrica’s Top 15 Albums of 2015. Sauti Sol were also listed as Billboard Africa’s Most Promising Group, The Standard Newspaper’s 2016 Agenda Setters and Drum Magazine Africa’s 2015 Movers & Shakers. Sauti Sol is an award-winning afro pop group from Kenya. The band has won Best Group in East Africa (2016 Bingwa Awards), Best African Group at African Muzik Magazine Awards (2015 AFRIMMA) and an MTV EMA Award for Best African Act in 2014. Comprising of Bien-Aime Baraza, Willis Austin Chimano, Polycarp Otieno and Savara Mudigi, the group mixes their soulful voices with vocal harmonies, guitar riffs and drum rhythm. Sauti Sol blends warm resonant pop with traditional Kenyan influences. Their mélange of energetic rhythms has promoted the group to become one of Africa’s most celebrated and East Africa’s pioneers of a fresh sound that has inspired the sprouting of many other bands from East Africa.