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Eric Kiniti on How Guinness Is Blending Football, Community, and Responsibility
Gerald Kombo
October 24, 2025
Nairobi, Kenya (October 24, 2025)
Guinness Kenya, under East African Breweries Limited (EABL), hosted an exclusive viewing of the Premier League Trophy at the KBL Microbrewery in Ruaraka. The event marked Kenya's debut as the first African stop in the 2025/26 EPL Trophy Tour, a source of pride for a brand that claims to produce the best Guinness in the world, rivaling even its Irish origins.
The Partnership That Brings People Together
Joy Murugi, a key member of the Guinness brand team, opened the event with a powerful message about the synergy between football and the iconic stout.
"The Premier League is watched by 2.1 million people across 150 countries. This partnership, the game that brings people together, the drink that brings people together, is really about creating those shared moments," she said.
She announced the upcoming public celebration at Bar Next Door on Kiambu Road, scheduled for Saturday and Sunday. Entry to the event requires two bottles of Guinness at the gate, or fans can purchase a six pack at the bar to receive 20 raffle tickets. The weekend will feature live Premier League match screenings, entertainment, and cold Guinness.
"I really want you to have a good time today. Thank you for your passion," Murugi told attendees, emphasizing that this is a moment for internal stakeholders, employees, and the influence team to experience the partnership firsthand before the public activation.
A Historic Moment for Kenya
The Marketing Director emphasized the significance of Kenya being selected as the first African country this season to host the EPL Trophy Tour.
"We bring the beautiful game to the African continent through our partnership with DSTV, but most lately, which we're really, really excited about, is the actual partnership with the EPL itself. Having the trophy here allows our passionate football fans to get an actual opportunity to have that experience," he said.
He described the activation as creating "legendary matchday experiences" for consumers, noting that the trophy has "caused happiness and pain in equal measure, depending on which team you support" over its 33 year history.
"This is just the beginning. We will be at the Bar Next Door tomorrow and Sunday. It's going to be packed. It's going to be fun. It's going to be live matches, great entertainment, fantastic experiences and cold Guinness. If you miss out, really it's your loss," he added.
The KBL Microbrewery, located within the Kenya Breweries Limited compound off Thika Road, was chosen as the venue for its symbolic value as a space where tradition, craftsmanship, and innovation converge. The facility represents where brewing excellence meets brand storytelling.
A Team Effort Behind the Scenes
EABL's Managing Director took the stage to recognize the extensive teamwork required to bring a global event to Nairobi.
"I want to just recognize the professionalism, the thinking through bringing to life a global event here in Nairobi. That team, the marketing team, very well done," he said, inviting the audience to applaud Joy, Mark, and their colleagues.
He emphasized that running a business is "a team sport" and systematically introduced key members of the leadership team who made the event possible:
Rosemary, Supply Chain Director for Kenya, leads the team of brewers, operators, packaging staff, and quality managers who ensure every bottle of Guinness meets the highest standards.
"Any Guinness you're drinking, whatever type, Rosemary and her team are behind it. There is also Guinness you have, of course, the legendary Guinness made by a team of brewers, operators who package it ensuring it looks beautiful. Quality managers make sure the quality is flawless," he said, inviting attendees to provide feedback on all the Guinness variants available at the event.
Eric Kiniti serves as Corporate Relations Director, managing public policy and regulatory relationships to keep the business compliant and operational.
"Eric looks after our public policy and that relationship. So when you see him, we are relying on him to keep us in business," the MD said.
Yvonne, the Commercial Director for Kenya, oversees all distribution, distributor partnerships, and field activations across the country.
"All the distribution, all our distribution partners, any activations happening on the ground in the field, Yvonne and her team are responsible for that," he explained.
Arthur, the Procurement Director, manages all purchasing for Kenya and reports to South Africa, handling procurement across the African region.
"This man, he buys everything. He's the procurement director for us in Kenya, but his boss is in South Africa. So all the procurement that happens in Africa, and when you see any problem, this is the man that you now can go to," the MD joked.
The Managing Director also noted the presence of team members who are passionate football fans themselves, including one colleague who supports Liverpool.
"This is a special one because he has a very good team, Liverpool. Yes, yes, yes, yes. So he's an upstanding citizen. He does everything well, and he wins trophies. So please join our team. Let's enjoy Guinness. Let's enjoy the trophy and welcome to the brewery. Thank you," he concluded, inviting everyone into "Team Guinness."
Exclusive Interview: Eric Kiniti on Guinness's 266 Year Legacy and Local Impact
In an exclusive interview with The 254 Report, Eric Kiniti, Group Corporate Relations Director at East African Breweries Limited (EABL), provided deep insights into how Guinness balances its global heritage with local community engagement.
"Guinness is a brand that is 266 years old. What Guinness has done is, in terms of the partnerships with the Premier League, the Premier League is the most watched football league in the world, and what Guinness has done, being the most iconic stout beer in the world, is partner with this iconic partnership. It's a blend of two big things coming together, ensuring that consumers are getting engaged and we are creating a celebration," said Kiniti.
Building Local Economies
Kiniti emphasized that the partnership goes beyond marketing spectacle to deliver tangible economic benefits to Kenyan communities.
"From the farmers, because the barley that is grown that goes into the product is grown by farmers in Kenya, that supports local communities. We have employees who work here at Guinness. We have the transporters, the retailers, the consumers and the distributors, who are all local. In terms of economic contribution, you can see that there's a perfect blend in terms of even how communities benefit from revenue generated from the brand," he explained.
This farm to glass supply chain underscores Guinness's commitment to job creation and agricultural development across Kenya, creating a ripple effect of economic opportunity throughout the value chain.
Supporting Kenya's Creative Sector
Beyond the brewing business, Guinness has positioned itself as a champion of Kenya's creative economy.
"We are working also with creatives in the creative sector in Kenya, creating employment opportunities, whether it's influencers, whether it's people who are in the creative sector, in terms of creating opportunities that are authentically African, because we believe that Guinness has an essence in showing up as an African brand," Kiniti said.
This commitment reflects the brand's understanding that football fandom and creative expression are deeply intertwined in Kenyan culture. The company actively engages content creators, digital partners, and local artists to amplify the brand's message while supporting local talent.
The Drink IQ Campaign: Responsible Consumption as Core Value
Kiniti devoted significant time to discussing Guinness's comprehensive responsible drinking initiatives, which he views as essential to the brand's long term sustainability.
"From a regulatory space, it's a brand that actually demonstrates that we provide the required information to consumers. You cannot drink and drive, you should not consume the product excessively. We have a program called Drink IQ, where we actually tell people that you need to pace your drinks, you need to eat food before you consume the product. It's about creating moments where you can celebrate and be happy and go home safe," he explained.
The Drink IQ program includes several key messages:
Pace your drinks with water to stay hydrated
Eat well before consuming alcohol
Never drink and drive
Products are not accessible to anyone under the age of 18
Understanding that the brand will "be there forever," so there's no need to consume excessively
"Guinness, like I said, is 266 years old. The brand is going to be there, so you don't have to drink everything and finish the brand today. It's about pacing yourself, drinking responsibly. We put up all these campaigns to ensure that consumers are aware, and we really want them to enjoy responsibly, because I believe that's what the essence of the brand is, and that's why the brand has lasted that long," Kiniti emphasized.
The company runs digital awareness campaigns and shares practical content about responsible drinking, framing it not as restriction but as "enjoyment with care."
"It's not about restriction, it's about enjoyment with care," Kiniti concluded.
A Presidential Welcome
Earlier, President William Ruto received the Premier League Trophy at State House, Nairobi, in a ceremonial event that highlighted Kenya's growing significance in global football culture.
The President, an ardent Arsenal supporter, used the occasion to declare his optimism:
"The Gunners are back."
What's Next: The Guinness Matchday Experience
The public facing Matchday Experience runs on October 25 and 26, 2025, at Bar Next Door on Kiambu Road, featuring:
Live Premier League match screenings
Trophy photo opportunities for fans
Performances by local artists
Interactive fan zones
Drink IQ awareness zones promoting responsible drinking
Cold Guinness and celebration
To participate, fans can either bring two bottles of Guinness for entry at the gate or purchase a six pack of Guinness Smooth or Guinness Foreign Extra Stout via ke.thebar.com, earning three tickets per pack.
As Kiniti concluded in his interview:
"Guinness is about creating safe, memorable celebrations. The partnership with the Premier League is not just about football, it's about community, culture, and connection."
Connect with Eric Kiniti on LinkedIn: https://ke.linkedin.com/in/eric-kiniti-a054b0b
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