Birth of the Trace Cup Tournament

The idea was simple but powerful: reach the youth through what speaks most to them — sports. Working hand-in-hand with our distributor Golan Heights, we developed the Trace Cup Football Tournament, a local football tournament involving six of the region’s best performing teams. The teams were fully supported with uniforms, footballs, and safety equipment, with all logistics handled by Two Cousins Distillers Limited.

Trace Vodka, one of the company’s flagship brands, was selected as the sponsor of the cup — not to promote drinking, but to serve as a platform for education. “We wanted to show that alcohol brands can be responsible citizens too,” our Sales and Marketing Manager, Elias Gichuru Reiterated. “We used the brand to spark conversations about moderation, health, and informed decision-making.

Partnering for Impact

The event’s success relied heavily on multi-stakeholder collaboration. Local government officials, including members of the County Administration, Chief and police officers, played a key role in supporting the logistics and community mobilization. The Football Kenya Federation (FKF) provided guidance on organizing the matches and ensuring fair play throughout.

The two-day event kicked off with preliminary matches on Saturday, followed by the finals and awards ceremony on Sunday. While the football matches drew crowds in the thousands, it was the messaging around alcohol safety that truly left an impact.

A Clear and Consistent Message

Throughout the weekend, Two Cousins Distillers shared key messages designed to instill healthier drinking habits:

• Not For sale to Under 18 year olds-Under 18 years asiuziwe pombe. Wenye Umri Chini ya Miaka 18 Hawaruhusiwi Kunywa Pombe
• "Kula Kwanza" (Eat First): Dishi kwanza-Tengeneza base uweze ku-enjoy. A reminder that drinking on an empty stomach increases health risks.
• Hydration Matters: Youth were advised to alternate alcoholic drinks with water or soda to stay hydrated and pace themselves.
• Top-Ups: Manage vile unakunywa. Enjoy bila ku-overdo. A call to enjoy responsibly and know your limits.
• Don’t Drink and Drive: Strong emphasis was placed on avoiding any activities requiring full concentration — especially driving or operating motorbikes — after consuming alcohol.

"Chapa Kazi Kwanza, Burudika Ki Shujaa” (Work First, Enjoy Like a Hero): A rallying cry that framed responsible drinking as a reward for hard work, not a pastime for the idle.

These messages were communicated via public addresses, signage and direct engagement with attendees. Local leaders also took to the podium to reinforce the messages and encourage the youth to adopt healthier lifestyles.

A Celebration of Community and Clean Living

Beyond football and health education, the event also included environmental and sanitation activities. Two Cousins Distillers helped clean and maintain stadium washrooms and surrounding areas, emphasizing the role of hygiene in public sports facilities.

There’s no health without hygiene,” one participant noted. “It was refreshing to see a company take such a holistic approach — not just about drinking but about community well-being.”

Building a Legacy

The Trace Cup Football Tournament was more than just a weekend event — it was a statement of intent. It was a celebration of community, passion and purpose-championing a meaningful cause. With the rallying call “Chapa Hustle Kwanza, Burudika Ki Shujaa”, we as Two Cousins Distillers aimed to inspire responsible drinking among the youth, encouraging a culture of working hard first, the enjoying responsibly later.

“From this event, we learned that our youth are full of potential,” said Anthony Mbaluka. “They only need platforms to express themselves, grow their talents, and be reminded that they are the architects of tomorrow.”