Kidum, one of Burundi’s most celebrated artists and a long-standing figure in East African music, has signed a two-year deal to become the brand ambassador for Be One Gin, produced by Roots Investment Group Ltd.
The agreement was signed in Kigali on September 8, 2025, shortly after Kidum toured the factory and learned about the production process of Be One Gin.
Jean Paul Habumugisha, CEO of Roots Investment Group Ltd., explained that they chose Kidum to represent their brand across the East African region.
He said: “He will be our representative in East Africa, and in his daily activities, he will promote Be One Gin. The agreement also requires that wherever he performs, our beverages will be available for sale.”
On his part, Kidum expressed great excitement about the deal, highlighting its significance as his first endorsement contract in Rwanda. He said: “This is the biggest deal I have signed here. In fact, it is the second major contract of my career, after the one I signed with BRARUDI in Burundi.”
Kidum assured the management of Roots Investment Group Ltd. of his full commitment to promoting the brand both in his personal life and through his music career.
Meanwhile, Habumugisha noted that signing Kidum marks a step toward expanding their business to international markets, positioning Be One Gin for broader visibility beyond Rwanda.
Author: Justinmind HARERIMANA
