Alcoholic drinks in 2024: The big picture
Overall, alcoholic drinks in Kenya registered healthy volume growth in 2024, largely supported by the strong performance of beer, and in particular economy brands. The landscape continued to be shaped by inflation, with affordability a key focus. This was also evident in the popularity of local spirits over imported brands. Also, in terms of wine, more consumers turned to affordable wine options, particularly locally produced wines and budget-friendly imports.
2024 key trends
Lager continued to be the most popular alcoholic drink in terms of volume sales. Sales were supported by increased on-trade consumption and the affordability of lager. Both economy and mid-priced segments contributed to this growth, as inflation pressures encouraged trading down from premium options, with mid-priced offerings remaining resilient.
Competitive landscape
East African Breweries Ltd continued to be the leading company in alcoholic drinks in Kenya in 2024, accounting for over half of volume sales. Its dominance is driven by its diverse portfolio, which includes local beer brands Senator and Tusker, as well as Guinness. These brands spread across key segments such as domestic mid-priced lager, domestic economy lager, and stout, enabling EABL to cater to a wide range of consumer preferences and price points. The company’s strong distribution network and innovative marketing strategies, such as leveraging local cultural elements and influencer partnerships, also play a role in maintaining its lead. However, despite its ability to adapt to evolving consumer preferences, it has lost volume share over the review period, as competition has intensified from both local and international players.
Retail developments
Drink specialists remained the leading distribution channel for alcoholic drinks in Kenya. Supermarkets such as Naivas and Carrefour were also a sizeable channel. These channels offer an extensive range, as well as frequent promotions, and this supported volume sales. However, e-commerce is emerging as a sizeable channel and gained the most volume share in 2024, with sales increasing by a fifth. Online platforms like Jumia and delivery app Glovo have experienced rapid growth, catering to the increasing demand for convenience among urban consumers. Direct-to-consumer models are also emerging as a vital strategy for premium brands, helping them reach niche audiences more effectively. This online growth has also been fuelled by the increasing penetration of smartphones, improved internet access, and a growing preference for convenience, particularly among tech-savvy consumers.
On-trade vs off-trade split
On-trade was the dominant channel for alcoholic drinks in Kenya in 2024, and also registered higher volume growth. It was particularly important for beer sales and was also a critical channel for premium alcoholic drinks, offering social consumption opportunities for social drinkers and driving sales of high-value products like craft beers and premium spirits. The off-trade channel was more important for locally produced spirits and RTDs, catering to budget-conscious consumers seeking convenience.
What next for alcoholic drinks?
Overall, alcoholic drinks will register moderate volume growth over the forecast period, with beer driving this growth. An increasing middle class with increasing disposable incomes, as well evolving consumer preferences, will also influence growth.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Beer
- Wine
- Spirits
- Cider and Perry
- RTDs
If you're in the Alcoholic Drinks industry in Kenya, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Alcoholic Drinks in Kenya report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Alcoholic Drinks in Kenya?
- Where is consumer demand for Alcoholic Drinks focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Kenya?
- How are products distributed in Kenya?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Alcoholic Drinks in Kenya
Alcoholic drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
On-trade vs off-trade split
What next for alcoholic drinks?
Legislation
Legal purchasing age and legal drinking age.
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
TAXATION AND DUTY LEVIES
Contraband/parallel trade
Duty free
Cross-border/private imports
Outlook
DISCLAIMER
Beer in Kenya
KEY DATA FINDINGS
Ecnomy brands register significant volume growth
EABL loses volume share, as competition heats up
On-trade still dominates
Locally inspired beers to continue gaining momentum
Growing middle-class drives demand for premium and craft beers.
Innovation to continue shaping the beer landscape
Lager price band methodology
Cider/Perry in Kenya
KEY DATA FINDINGS
Urban millennials drive growith in cider/perry
EABL closing the gap with company leaders
On-trade accounts for just over half of volume sales
Local ciders increasingly popular
Imported premium ciders also poised for growth
Digital space and sustainability increasingly important
Rtds in Kenya
KEY DATA FINDINGS
Degree of maturity hits RTDs
Innovation and natural ingredients increase competition in Kenya’s RTD Market.
On-trade accounts for over half of volume sales
RTDs reach degree of maturity
Further development in local brands with local ingredients
RTDs growing in popularity among Nairobi’s Gen Z
Spirits in Kenya
KEY DATA FINDINGS
Local spirits gain popularity from price-sensitive consumers
EABL continues to dominate, though KWAL making gains
Drink specialists continue to account for most volume sales
Demand for local spirits with premium appeal to grow.
Shift towards non/low alcohol spirits
Digital space and sustainability increasingly important
Wine in Kenya
KEY DATA FINDINGS
Moderate volume growth in 2024
Local producers face stiff competition
Online sales increase by over a third
Growing preference for locally produced wines
Premiumisation drives growth
Online space becomes more critical
The following categories and subcategories are included:
Alcoholic Drinks
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
- Non Alcoholic Beer
- Stout
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- Regular Cider/Perry
- Non Alcoholic Cider/Perry
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- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
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- Brandy
- Cognac
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- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
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- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
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- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
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- Tequila (and Mezcal)
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- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
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- Blended Malt Scotch Whisky
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- Prestige Other Blended Scotch Whisky
- Ultra Premium Other Blended Scotch Whisky
- Super Premium Other Blended Scotch Whisky
- Premium Other Blended Scotch Whisky
- Standard Other Blended Scotch Whisky
- Economy Other Blended Scotch Whisky
- Single Grain Scotch Whisky
- Single Malt Scotch Whisky
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- Other Whiskies
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- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
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- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
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- Absinthe
- Ad-Mix Brandy
- Ad-Mix Gin
- Ad-Mix Rum
- Ad-Mix Vodka
- Ad-Mix Whisky
- Aguardente/Aguardiente
- Aguardiente De Caña
- Akvavit/Aquavit
- Aniseed-Flavoured Spirits
- Borovicka
- Boukha
- Brandy Type Distilled Spirits
- Cachaça
- Calvados
- Cane
- Chacha
- Charanda
- Chinese Herbal Spirits
- Chinese Spirits
- Cut Brandy
- Destilados De Agave
- Distilled Fruit Spirits
- Domestic Brandy
- Domestic Rum
- Doppelkorn
- Economy Chinese Spirits
- Flavoured Spirits
- Flavoured Vodka-based Drinks
- Fynbos gin/Local Gin
- Gin-flavoured spirits
- Goldbrand/Goldkrone
- Grappa
- Grappamiel
- Guaro
- Kirsch
- Komovica
- Korn
- Lambanog
- Limoncello
- Local White Spirits
- Lower Mid-Range Chinese Spirits
- Lozovaca
- Maesilju
- Mahia Rabi Amrane
- Mead
- Mixed Spirits
- Nalivka/Nalewka
- Nastoyka
- National Specialities
- Obstbrände
- Ouzo
- Pacharán
- Palinca/Pálinka
- Pear and Apple Distillates
- Pisco
- Premium Chinese Spirits
- Prune
- Punsch
- Rachiu/Rakija
- Rum-Flavoured Spirits
- Samane
- Sambuca
- Samsu
- Schnapps
- Shochu/Soju
- Singani
- Sljivovica/Slivovice
- Steinhäeger
- Strong African Spirits
- Super Premium Chinese Spirits
- Sura Khao
- Tequila Flavoured Spirits
- Travarica
- Tsipouro
- Upper Mid-Range Chinese Spirits
- Vieux
- Viina
- Vodka Type Distilled Spirits
- Other Distilled Beverages
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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