KENYA – The Wine and Beer Company has opened its flagship store in Nairobi, with a select collection of over 1100 products shipped from over 40 countries.

The independent standalone liquor retailer of the company is set to entice Kenyans with an exclusive selection of alcoholic products. The liquor store is located at Basic, Kileleshwa, and is open 24 hours, 7 days a week.

Dr. Chris Kiptoo, Principal Secretary (PS) for National Treasury, said: “This store is an example of local and international partnerships in investment showing that Kenya remains the best destination in this region with a diversified and resilient economy. Kenya gives access to not just the local market, but the entire African market with over 1.2 billion people.”

He encouraged the investors and other players in the sector to be keen on environmental conservation through a commitment to the Kenya Extended Producer Responsibility Organization (KEPRO) to run a sustainable business with minimal waste.

Kenya Export Promotion and Branding Agency (KEPROBA) Director Taj Bedi applauded the company for setting up the unique, independent standalone liquor retailer in the country with a differentiated and diverse product offering. “We look forward to sharing our experience with Kenyans in this journey,” he stated.

The company is surely seeking to tap into the growing market potential of the Kenyan alcoholic market. Report Linker projects that alcoholic drink consumption in Kenya to reach 40,000 metric tons by 2026, growing at an average rate of 1.2% year on year.

In 2021, the country ranked 41st in the world for alcoholic beverage consumption, with 37,000 metric tons consumed. Sweden was the largest consumer of alcoholic beverages in 2021, with 37,000 metric tons. India, Japan, and Russia held the 2nd, 3rd, and 4th positions, respectively.

Beer is the most popular alcoholic beverage in Kenya, accounting for about 63% of the market share. Spirits are the second most popular alcoholic beverage in Kenya, accounting for approximately 27% of the market share.

According to Caantin, distributors in the Kenyan alcohol industry need help to capture more of the HORECA industry, including hotels, restaurants, and cafes.

One major challenge is market fragmentation, with many small and independent businesses operating in the sector. Additionally, distributors face competition from large multinational companies that have established relationships with key HORECA customers.

The tech company still sees opportunities exist in the sector to build relationships with key customers and develop specialized products and marketing campaigns through credit offers, developing a strong distribution network, and leveraging technology.

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