Home Editors choice KBL Partners With Alpha Romeo for the 50th Edition of Concours D’Elegance

KBL Partners With Alpha Romeo for the 50th Edition of Concours D’Elegance

by Jacky Muraba

The Concours D’Elegance (properly pronounced kon-koor del-i-gahns), dates back to the 17th Century when the famous and wealthy of European society gathered in the cities of France to celebrate and socialize, as unique forms of art, the latest automobiles as well as the latest of women’s fashion and design.

The early Concours were leisurely social affairs, where lighthearted competitors were rewarded with rosettes. However, man being the perpetual competitor, these events became more defined as time went on.

Trained judges examine each vehicle thoroughly and in its entirety. They rate each and every component. Only those vehicles that are perfect examples are judged as Concours quality, and are considered eligible for a class trophy.


The Kenyan Concours D’Elegance


The Kenyan Concours d’Elégance was founded in 1971 and has been held every year since. It is organized by the Alfa Romeo Owner’s Club Kenya and is sanctioned by the Kenya Motorsports Federation and the FIM Africa. This event has grown to be the biggest motoring event in Kenya and it attracts 10,000 visitors on average.

This year, Kenya Breweries Limited (KBL) through its beer brand White Cap will be the official Responsible Drink partner for the 50th edition of the Classic Car extravaganza, Concours D’Elegance.


The partnership will see the company extend its ongoing motorsport strategy that has involved it more recently in several motorsport events under the Kenyan Motorsports Federation umbrella with the aim to encourage the culture of responsible drinking and behavior within the adrenaline sport.

The sponsorship adds to KBL’s already significant participation in several sporting disciplines around the country including; Football, Rugby, Athletics, Volleyball, and Golf among others

Speaking on the partnership, Alfa Romeo Owners Club Chairman, Peter Wanday said.

“We are delighted to partner with KBL through their brand Whitecap welcoming them on board as an official responsible drinking of the 50th Edition of the Concours D’Elegance.”

Speaking during the announcement of the partnership, EABL Group Corporate Relations Director Eric Kiniti noted that supporting this specific proposition was a strategic move at connecting with its motorsport consumers who enjoy both adrenaline sports and the exciting appreciation for Classic vehicles.

Concours D’Elegance is one of the most exciting motorsport events in the calendar year. It brings together the best of both motorsport worlds. The thrill of vehicles and the love of classic vehicles.

He added “This year, as KBL we come on board for the event through our brand Whitecap which mirrors the goals and objectives of the classic event. We strive to create world-class experiences which we feel Concours D’elegance has repeatedly done over the past 50 years.”

KBL also celebrating a milestone moment this year as it marks 100 years in the Kenyan market has highlighted motorsport as a key connection driver with its consumers as it seeks to ramp up its sporting interactions during its Centenary year and onwards.


All About This Year’s Concours D’Elegance


During the partnership announcement, Bob Dewar, Concours D’Elegance Event Director reminisced on how far the event has come.

Concours D’Elegance was initially held at the Embakasi motor racing circuit, a venue that could accommodate around 2,000 people. When a legal issue with the venue cropped up, we resorted to the Ngong Racecourse,’ he said.

‘I have never seen a huge crowd as I did on the first Concours D’Elegance at the Ngong Racecourse. The new venue accommodated 4,000 people. A number that seemingly keeps growing. The beer ran out. Food ran out,’ Bob said, eliciting laughs from the crowd in attendance.

2022 marks 50 years for the classic event, one of the world’s foremost classic and vintage leisure motorsport events with representation from all over the world. 30 international entrants are expected for the Golden Jubilee Edition.

EABL intends to use the event as an awareness campaign around responsible drinking, with regard to its commitment towards creating a healthy and safe drinking culture.

Concours’ attracts over 10,000 fans to the Ngong Racecourse grounds to enjoy. As we create experiences, we are cognizant that we always need to enjoy our motorsport experiences in a responsible manner. This is why as KBL we continue to champion responsible drinking throughout all our interactions. 

We recognize motorsport like any other sport has a level of risk when dealing with intricate machines. Our role, therefore, is to reinforce the continued messaging around the dangers of excessive drinking and implore all enthusiasts to drink better not more to ensure a safe and world-class experience for years to come.” Eric Kiniti, EABL Group Corporate Relations Director said.

This year’s Concours D’Elegance will be on 25th September, at the Ngong Racecourse. The event is from 9 am to around 5:30 pm, accommodating the whole family.

So channel your Kenyan ‘sherehe’ spirit, put on some classic, vintage outfits, get down to the Ngong Racecourse, and have fun.

Thanks to Kenya Breweries Limited (KBL), through its beer brand WhiteCap, you’re assured that beer won’t run out this time.

Remember to Drink Responsibly.





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