Heineken 0.0, a zero-alcohol brand under Kenya Wine Agencies Limited (KWAL), has announced a renewed and increased sponsorship of Ksh 10 million for the 2025 edition of the Standard Chartered Nairobi Marathon (SCNM). This marks the second major sponsorship by Heineken 0.0 since its market introduction in Kenya in 2022, underscoring KWAL’s commitment to promoting wellness and responsible drinking in the country.
The sponsorship, revealed at the marathon’s sponsors’ breakfast held in Nairobi, specifically supports the 21-kilometre half-marathon event, one of the high-profile categories in the annual marathon. KWAL’s portfolio for this sponsorship includes its non-alcoholic brands, Heineken 0.0 and Savanna 0.0 cider, which will be offered as crisp, premium refreshment options to runners and attendees. Dr. Senorine Wasike, KWAL’s Head of Marketing, explained that the increased investment from Ksh 5 million last year to Ksh 10 million this year reflects the company’s strategic focus on endorsing healthier lifestyles through physical activity and sports engagement. “KWAL is pleased to partner with SCNM to encourage more Kenyans to adopt a healthier lifestyle by engaging in physical activity and sports,” she said during the event.
Dr. Wasike also highlighted KWAL’s support of the Future Makers Program, an initiative linked to the marathon that targets economic inclusion for disadvantaged youth. “The Marathon is not only a premier sporting event but also a platform for community development through the Future Makers initiative,” she noted. “This makes it an excellent fit for Heineken® 0.0, a brand deeply committed to health and wellness.”
Heineken® 0.0 positions itself as a beer option for health-conscious consumers who wish to maintain a balanced lifestyle without sacrificing social enjoyment. Prudence Mutembei, Senior Brand Manager for Beers at KWAL, elaborated on the brand’s value proposition: “Heineken® 0.0 supports consumers on their wellness journey by offering a zero-alcohol option with fewer calories, aligning with their fitness and health objectives. This allows individuals to enjoy a high-quality beer without compromising their workout routines or overall fitness.”
The non-alcoholic beverage category, including beer and cider, is gaining traction in Kenya, driven mainly by a shift towards healthier living among young adults and professionals. Mutembei pointed out that this category’s growth is fueled by the Gen Z demographic, which increasingly prefers options with lower or zero alcohol content while still maintaining an active social life.“More young adults are choosing beers with reduced or no alcohol content as they focus on wellness and balanced lifestyles, leading to a positive growth trend within this segment,” she added, reflecting changing consumer habits in the local market.
The Standard Chartered Nairobi Marathon, set for October 26, 2025, continues to be a landmark event in Kenya’s sporting calendar, promoting not only athletic excellence but also community welfare through programs like Future Makers. KWAL’s enhanced sponsorship of the 21km event signals ongoing corporate support for these dual objectives of sport and social impact.This partnership between KWAL and the marathon illustrates how businesses can align marketing investments with social responsibility goals, fostering healthier lifestyles and community development simultaneously.
