Spirits in Kenya

Volume growth of spirits remained low in light of the heavy taxation burden in 2011. This was a direct result of price hikes on spirits from the last quarter of 2009, which forced lower-income drinkers to turn to illegally-distilled products instead. The passage of the Alcoholic Drinks Control Act 2010 provided legalisation of changa’a, the traditional drink distilled from maize or sorghum. Industry sources believe that this product accounts for around 45% of alcohol consumed in the country,...

Euromonitor International's Spirits in Kenya report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2007-2011), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution or pricing issues. Forecasts to 2016 illustrate how the market is set to change.

Product coverage: Brandy and Cognac, Liqueurs, Other Spirits, Rum, Tequila (and Mezcal), Whiskies, White Spirits.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Spirits market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market’s major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 30 years experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago and Sydney and a network of over 600 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.

Table of contents

Headlines
Trends
Production, Imports and Exports
Competitive Landscape
Prospects
Category Data
Table 1 Sales of Spirits by Category: Total Volume 2006-2011
Table 2 Sales of Spirits by Category: Total Value 2006-2011
Table 3 Sales of Spirits by Category: % Total Volume Growth 2006-2011
Table 4 Sales of Spirits by Category: % Total Value Growth 2006-2011
Table 5 Sales of Spirits by On-trade vs Off-trade Split: Volume 2006-2011
Table 6 Sales of Spirits by On-trade vs Off-trade Split: Value 2006-2011
Table 7 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2006-2011
Table 8 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2006-2011
Table 9 Company Shares of Spirits by National Brand Owner 2007-2011
Table 10 Company Shares of Spirits by Global Brand Owner 2007-2011
Table 11 Brand Shares of Spirits 2008-2011
Table 12 Forecast Sales of Spirits by Category: Total Volume 2011-2016
Table 13 Forecast Sales of Spirits by Category: Total Value 2011-2016
Table 14 Forecast Sales of Spirits by Category: % Total Volume Growth 2011-2016
Table 15 Forecast Sales of Spirits by Category: % Total Value Growth 2011-2016
East African Breweries Ltd in Alcoholic Drinks (kenya)
Strategic Direction
Key Facts
Summary 1 East African Breweries Ltd: Key Facts
Summary 2 East African Breweries Ltd: Operational Indicators
Company Background
Production
Summary 3 East African Breweries Ltd: Production Statistics 2010
Competitive Positioning
Summary 4 East African Breweries Ltd: Competitive Position 2010
Kenya Wine Agencies Ltd (kwal) in Alcoholic Drinks (kenya)
Strategic Direction
Key Facts
Summary 5 Kenya Wine Agencies Limited: Key Facts
Company Background
Production
Competitive Positioning
Summary 6 Kenya Wine Agencies Limited: Competitive Position 2011
Executive Summary
Alcoholic Drinks Face Tough Time Due To High Inflation
Impact of Legalisation of Homemade Spirit Changa'a Not Yet Felt
East African Breweries Ltd (eabl) Still Leads Alcoholic Drinks Sales
Distribution Landscape Still Highly Fragmented
Future of Alcoholic Drinks Resilient Despite Tougher Legislation
Market Background
Legislation
Taxation and Duty Levies
Table 16 Taxation and Duty Levies on Alcoholic Drinks 2011
Table 17 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Categories 2011
Table 18 Selling Margin of a Typical Beer Brand 2011 Tusker
Table 19 Selling Margin of a Typical Wine Brand 2011 Caprice Red
Table 20 Selling Margin of a Typical Spirits Brand 2011 Johnnie Walker Red Label
Operating Environment
Contraband/parallel Trade
Duty-free
Cross-border/private Imports
Key New Product Launches
Summary 7 Key New Product Developments 2010-2011
Market Indicators
Table 21 Retail Consumer Expenditure on Alcoholic Drinks 2006-2011
Market Data
Table 22 Sales of Alcoholic Drinks by Category: Total Volume 2006-2011
Table 23 Sales of Alcoholic Drinks by Category: Total Value 2006-2011
Table 24 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2006-2011
Table 25 Sales of Alcoholic Drinks by Category: % Total Value Growth 2006-2011
Table 26 Sales of Alcoholic Drinks by Category by On-trade vs Off-trade Split: Volume 2011
Table 27 Sales of Alcoholic Drinks by Category by On-trade vs Off-trade Split: Value 2011
Table 28 Sales of Alcoholic Drinks by Category by On-trade vs Off-trade Split: % Volume 2011
Table 29 Sales of Alcoholic Drinks by Category by On-trade vs Off-trade Split: % Value 2011
Table 30 Company Shares of Alcoholic Drinks by Global Brand Owner 2007-2011
Table 31 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2006-2011
Table 32 Off-trade Sales of Alcoholic Drinks by Category and Distribution Format: % Volume Analysis 2011
Table 33 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2011-2016
Table 34 Forecast Sales of Alcoholic Drinks by Category: Total Value 2011-2016
Table 35 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2011-2016
Table 36 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2011-2016
Definitions
Published Data Comparisons
Summary 8 Research Sources

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Related research categories

By sector: Spirits

By market: Kenya (in Africa)