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John Beverages (JBL), Nane Nane Exhibition Activation

Nane Nane Grounds, Dodoma    1–9 August 2026    14-Member Team

The Brief

John Beverages (T) Ltd (JBL), a Tanzanian gin, vodka, and brandy manufacturer behind brands including Camp Fire Gin, Black Hat Brandy, Relax Vodka, and Cuca Vodka, engaged Route Marketing Consultancy to design, build, and run its exhibition presence at the 2026 Nane Nane (Farmers’ Day) grounds in Dodoma.

The brief was to turn JBL’s stand into a full experience for the crowds passing through the grounds each day, rather than a static display of bottles, giving visitors a reason to stop, be entertained, sample the range, and walk away with product and branded merchandise in hand.

Our Scope

• Exhibition booth branding and 9-day on-site management at Nane Nane Grounds, Dodoma
• 14-member on-ground team: DJ, brand ambassadors, dancers, receptionist, and project manager
• Branded merchandise production: caps, bottle openers, pens, and bags
• Roaming sampling and gifting across the exhibition compound
• Direct retail sales and product activation throughout the 9-day run

The Event

From 1 to 9 August 2026, Route Marketing ran JBL’s stand at Nane Nane Grounds in Dodoma, Tanzania’s national agricultural trade fair and one of the country’s highest-footfall events, with tractors, agribusiness exhibitors, and millions of visitors passing through the grounds over the nine days.

The booth combined a branded tented bar and lounge with a merchandise counter and a stage-side sampling point, backed by a DJ and a live dance crew that kept a crowd around the tent throughout each day. A dedicated project manager and receptionist ran the stand’s daily operations, while a team of brand ambassadors sampled Camp Fire Gin, Black Hat Brandy, Relax Vodka, and Cuca Vodka to visitors at the booth and while roaming the wider compound, handing out branded caps, bottle openers, pens, and bags along the way.

Beyond sampling, the team ran direct sales of product cartons from the stand and used the nine days on the ground to open conversations with retailers and shop owners at the fair, several of which turned into new stockist partnerships for JBL.

Event Gallery

The Outcome

Over its 9-day run, the JBL stand became one of the more visible activations on the Nane Nane grounds, converting a share of the fair’s huge foot traffic into on-the-spot carton sales, new retail partnerships, and strong visibility for JBL’s gin, vodka, and brandy brands among the thousands of buyers, traders, and farmers passing through Dodoma that week.