Spirits - Kenya

Volume sales growth of spirits showed a marked decline due to the increase in excise duty rates from KES7 per litre to 120% or 65% of the value, whichever is higher. This added more than 20% to product prices. However, Kenya’s leading distillers such as East African Breweries Ltd then lobbied for the duty to be reduced, forcing the Treasury to make a climbdown in January 2010 and reduce the duty to 35%, offering a reprieve to distillers, which had seen their spirits sales negatively affected.

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 (2006-2010), 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 2015 illustrate how the market is set to change.

Product coverage: Brandy and Cognac, Liqueurs, Other Spirits, Rum, Tequila (and Mezcal), Whisk(e)y, 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

Spirits in Kenya
Euromonitor International
February 2011
List of Contents and Tables
Executive Summary
Alcoholic Drinks Back on Track in 2010 Despite the Global Meltdown
Legalisation of Home-made Spirit Changa'a Could Threaten the Industry
East African Breweries Ltd (eabl) Still Leads Alcoholic Drinks Sales
Distribution Landscape Is Still Highly Fragmented
Global Economic Recovery To Have A Positive Impact
Market Background
Legislation
Taxation and Duty Levies
Table 1 Taxation and Duty Levies on Alcoholic Drinks 2010
Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2010
Table 3 Selling Margin of a Typical Beer Brand 2010 - Tusker
Table 4 Selling Margin of a Typical Wine Brand 2010 - JP Chenet
Table 5 Selling Margin of a Typical Spirits Brand 2010 - Kibao Vodka
Operating Environment
Contraband/parallel Trade
Duty Free
Cross-border/private Imports
Key New Product Launches
Summary 1 Key New Product Developments 2009-2010
Market Data
Table 6 Sales of Alcoholic Drinks by Category: Total Volume 2005-2010
Table 7 Sales of Alcoholic Drinks by Category: Total Value 2005-2010
Table 8 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2005-2010
Table 9 Sales of Alcoholic Drinks by Category: % Total Value Growth 2005-2010
Table 10 Sales of Alcoholic Drinks by Category by On-trade vs Off-trade Split: Volume 2010
Table 11 Sales of Alcoholic Drinks by Category by On-trade vs Off-trade Split: Value 2010
Table 12 Sales of Alcoholic Drinks by Category by On-trade vs Off-trade Split: % Volume 2010
Table 13 Sales of Alcoholic Drinks by Category by On-trade vs Off-trade Split: % Value 2010
Table 14 Company Shares of Alcoholic Drinks by Global Brand Owner 2006-2010
Table 15 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2010
Table 16 Off-trade Sales of Alcoholic Drinks by Category and Distribution Format: % Volume Analysis 2010
Table 17 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2010-2015
Table 18 Forecast Sales of Alcoholic Drinks by Category: Total Value 2010-2015
Table 19 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2010-2015
Table 20 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2010-2015
Definitions
Published Data Comparisons
Summary 2 Research Sources
East African Breweries Ltd
Strategic Direction
Key Facts
Summary 3 East African Breweries Ltd: Key Facts
Summary 4 East African Breweries Ltd: Operational Indicators
Company Background
Production
Summary 5 East African Breweries Ltd: Production Statistics 2010
Competitive Positioning
Summary 6 East African Breweries Ltd: Competitive Position 2010
Kenya Wine Agencies Ltd (kwal)
Strategic Direction
Key Facts
Summary 7 Kenya Wine Agencies Limited: Key Facts
Summary 8 Kenya Wine Agencies Limited: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 9 Kenya Wine Agencies Limited: Competitive Position 2010
Wines of the World Ltd
Strategic Direction
Key Facts
Summary 10 Wines of the World Ltd: Key Facts
Company Background
Private Label
Competitive Positioning
Headlines
Trends
Production, Imports and Exports
Competitive Landscape
Prospects
Category Data
Table 21 Sales of Spirits by Category: Total Volume 2005-2010
Table 22 Sales of Spirits by Category: Total Value 2005-2010
Table 23 Sales of Spirits by Category: % Total Volume Growth 2005-2010
Table 24 Sales of Spirits by Category: % Total Value Growth 2005-2010
Table 25 Sales of Spirits by On-trade vs Off-trade Split: Volume 2005-2010
Table 26 Sales of Spirits by On-trade vs Off-trade Split: Value 2005-2010
Table 27 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2005-2010
Table 28 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2005-2010
Table 29 Spirits Production, Imports and Exports: Total Volume 2004-2009
Table 30 Spirits Exports by Country of Destination: Total Volume 2004-2009
Table 31 Spirits Exports by Country of Destination: Total Value 2004-2009
Table 32 Spirits Imports by Country of Origin: Total Volume 2004-2009
Table 33 Spirits Imports by Country of Origin: Total Value 2004-2009
Table 34 Whisk(e)y Production, Imports and Exports: Total Volume 2004-2009
Table 35 Brandy & Cognac Production, Imports and Exports: Total Volume 2004-2009
Table 36 Vodka Production, Imports and Exports: Total Volume 2004-2009
Table 37 Gin Production, Imports and Exports: Total Volume 2004-2009
Table 38 Rum Production, Imports and Exports: Total Volume 2004-2009
Table 39 Company Shares of Spirits by National Brand Owner 2006-2010
Table 40 Company Shares of Spirits by Global Brand Owner 2006-2010
Table 41 Brand Shares of Spirits 2007-2010
Table 42 Forecast Sales of Spirits by Category: Total Volume 2010-2015
Table 43 Forecast Sales of Spirits by Category: Total Value 2010-2015
Table 44 Forecast Sales of Spirits by Category: % Total Volume Growth 2010-2015
Table 45 Forecast Sales of Spirits by Category: % Total Value Growth 2010-2015

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By sector: Spirits

By market: Kenya (in Africa)