The gin movement is exploding in Kenya, with volume sales increasing at breakneck speed in 2021 and major players racing to keep pace with growing demand. East African Breweries Ltd unveiled the new Gilbey’s Mixed Berries flavour gin, its latest gin introduced as part of a revamp of its gin portfolio.
There are a growing choice of whiskies to suit various tastes. Johnnie Walker, Jameson Irish Whiskey and Captain Morgan are among the brands consumed by millennials and affluent consumers as an indication of their social and/or economic status.
Cream-based liqueurs was another fast-growth category in 2021 following the relaunch of Baileys Delight from EABL almost a year after the initial launch in Kenya early in 2020. The new cream liquor has performed well even during the pandemic.
Spirits will remain the most popular and most purchased category in alcoholic drinks with liqueurs, whiskies and vodka being the most popular due to their relatively cheap prices and availability. Indeed, these spirits appeal to a broad cross-section of consumers because they can be purchased at different pricing points.
The growing demand for spirits has seen manufacturers venture into new innovations to satisfy consumer needs and gain a competitive advantage over their competitors. Leading brands distinguish themselves by introducing new flavours in the market for example lemon, mint, berries, and creating new convenient packaging and formats to suit the end-users.
As the country grapples with the problem of illicit brews and contraband products, many leading players have a strategy to manufacture products that distinguishes their brands from the rest through unique packaging, taste and flavours. Manufacturers are constantly working on the quality of their products and developing innovative tastes and flavours in order to meet consumer demand and stay ahead of their competition.
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Understand the latest market trends and future growth opportunities for the Spirits industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of whisk(e)y, brandy and Cognac, white spirits, rum, tequila, liqueurs and other spirits.See All of Our Definitions
This report originates from Passport, our Spirits research and analysis database.
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