- Data indicates that rum consumption in Kenya is prevalent among individuals aged between 18 and 29, encompassing both males and females.
- It is followed by Barcadi, Myres, Havana, Old Nick, Lambs Navy and Malibu in that order.
Image: Douglas Okiddy
The rum market in Kenya is poised for remarkable growth, with projections indicating a valuation of Sh2 billion ($18.2 million) by 2028, as per a recent industry report.
This represents an increase from the estimated Sh1.6 billion ($12.3 million) valuation recorded in 2024, reflecting a 7.31 per cent growth over the next four years, according to data released by Statista.
According to the report, this upward trend is driven by a shifting consumer preference towards premium spirits and an increase in disposable incomes.
"Kenyan consumers, particularly the youthful urban demographic, are displaying a growing inclination towards premium and international spirits like rum, as opposed to traditional local alcoholic beverages,'' the report reads.
It adds that the burgeoning cocktail culture in Kenya is fueling demand for versatile spirits such as rum.
"Established rum brands, along with the entry of new international players, are intensifying marketing efforts, thereby enhancing brand awareness and recognition."
Data indicates that rum consumption in Kenya is prevalent among individuals aged between 18 and 29, encompassing both males and females.
It is commonly enjoyed both at home and in entertainment establishments, often serving as a pregame drink or a casual accompaniment to meals.
The listing ranks Captain Morgan, a rum distributed by the East African Breweries as a top favorite among Kenyan rum brands. In November last year, it refreshed its packaging and launched a Spice on Campaign, drawing inspiration from global markets.
The ranking coincides with one conducted by The Bar, which indicates that Kenya's cocktail culture has led to heightened demand for cocktails featuring Captain Morgan, with bars and restaurants across the country witnessing increased patronage for these beverages, appealing to a broader audience.
It is followed by Barcadi, Myres, Havana, Old Nick, Lambs Navy and Malibu in that order.
Davis Changalwa, Brand manager Captain Morgan, Kenya Breweries says the brand has grown its relevance among younger consumers signaling the massive opportunity to increase consumption and hence category growth.
“The flavorful liquid provides a lot of room to innovate variants that can make the liquid more friendly to the pallet of the younger consumers and by extension females who seek flavorful and delicious drinks."
Rum is created from the fermentation of sugar cane, distilled, matured in charred white oak barrels and blended to create a smooth taste.
According to Changalwa, rum makes up five percent of the total spirits category in Kenya, with Captain Morgan leading in popularity, holding 72 per cent of the rum market in Kenya.
“ Consumption is driven by affordability and taste credentials with rum now being used as a base for cocktails,” Changalwa said.
Kenya and Africa are considered virgin territories for the global rum market, due to their large and growing young demographic.
Over 76 per cent of the African population is aged under 35 while the median age is 17 years.