The demand for ultra-premium whiskeys among Kenyan consumers has surged significantly in recent years. Distributors such as East African Breweries Limited (EABL), a subsidiary of Diageo Group, have witnessed a growing appetite for refined, high-end brands.
The demand for EABL’s premium brands, such as the Johnnie Walker Blue Label, shows that Kenyans, especially those in the upper class, are embracing more stylish and exclusive drinking habits.
Speaking to The Kenya Times, Wangari Mwangi, luxury spirits brand ambassador at EABL/Diageo Kenya, while detailing what trends are shaping this evolution, noted that consumer preferences have transformed, especially in the last 5 years.
According to Mwangi, the Kenyan drinking culture has shifted beyond traditional bar experiences into sophisticated, at-home, and collector environments.
How Kenyan consumers’ demand for ultra-premium whiskeys has evolved
She made the remarks during an exclusive tasting event of the Johnnie Walker Blue Label dubbed ‘Journey of the Rarest’, held on Friday, June 27, at the Kentwood Address rooftop lounge in Nairobi.
“One of the key trends is the emergence of home bars. Before COVID-19, almost everyone would go out to bars to enjoy drinks, but during the pandemic, many people began setting up home bars as safe, private spaces to host friends and experiment with whiskeys,” Mwangi explained.
“We are now seeing whiskey collectors who appreciate finer whiskeys and ‘affluencers’ — individuals whose choice of premium brands influences their entire social circle.”
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Further, the brand ambassador said that the pandemic not only changed where Kenyans enjoy their drinks but also shifted their expectations.
Mwangi noted that the restrictions and price adjustments during COVID-19 made premium whiskeys more accessible through e-commerce platforms and retail outlets, which encouraged consumers to explore higher-end spirits.
“What we witnessed during COVID-19 was a growing openness to experiencing premium whiskeys, partly because these spirits became more accessible through e-commerce and retail at adjusted price points,” she said.
“More people also became open to experiencing premium whiskeys and started appreciating quality over simply ‘what is available for the day’, demanding memorable experiences, not just bottle service. They now want unique tastings including premium cocktails.”
‘Journey of the Rarest’
This insight has pushed EABL to rethink how they present their ultra-premium portfolio and create immersive engagements such as the ‘Journey of the Rarest’ event.
The invite-only showcase brought together over 50 influential figures from Kenya’s corporate, entrepreneurial, and entertainment scenes.
Guests enjoyed a guided tasting of Johnnie Walker Blue Label — known globally for its depth, smoothness, and hand-selected rare casks — and witnessed firsthand the brand’s dedication to creating refined moments of indulgence.
A one-litre bottle of the Blue Label goes for approximately between Ksh29,000 and Ksh34,000, depending on the outlet.
The evening also saw the sale of over 40 bottles of Johnnie Walker variants, underscoring the strong demand for ultra-premium spirits in Kenya’s urban elite circles.
Entertainment was provided by a dynamic set from the legendary DJ John Rabar and DJ Mr. Sean, along with a soulful Jo-Sax and Jay Strings violinist.
“At Kentwood, we pride ourselves on offering a space that reflects elegance and exclusivity, values that we deeply share with Johnnie Walker Blue Label. Hosting ‘Journey of the Rarest’ is more than just an event for us; it’s a celebration of distinction, legacy, and the kind of experiences that leave a lasting mark,” Samuel Kamau, owner, Kentwood Address, remarked.
In addition to the ‘Journey of the Rarest’, EABL has hosted similar experiences in cities such as Kisumu and Mombasa and plans to hold even more across the country.
Mwangi also revealed that beyond Johnnie Walker Blue Label, the company is exploring the introduction of additional exclusive offerings to the Kenyan market, further catering to the growing demand for premium spirits.
“Part of EABL’s plan to ensure premium consumer experiences in the world of scotch doesn’t start and stop with Johnnie Walker Blue Label. We also have the King George V, which is even more premium,” the brand ambassador revealed.
EABL results
The East African Breweries PLC is a regional leader in beverage alcohol, which distributes several brands across beer and spirits in more than 10 countries across Africa and beyond.
Also Read: EABL Director John Musunga Resigns
These include brands such as Johnnie Walker, Tusker, and Guinness.
EABL, in its unaudited half-year financial results for the six months ending December 31, 2024, recorded revenue and profit growth.
In its results released in late January this year, the brewer posted a net revenue of Ksh67.9 billion, reflecting a 2% increase compared to the same period last year and a volume growth of 1%.
Profit After Tax for the period grew by 20%, reaching Ksh8.1 billion, supported by reduced interest cost as the company reduced its debt by Ksh5 billion and foreign currency gains from the strengthening Kenyan shilling.
In turn, the board recommended an interim dividend of Ksh2.50.
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