Sammy Craft Wairimu, a 31-year-old bartender from Mawimbi Seafood Restaurant Club, competes in a cocktail competition at Procera Gin in Nairobi’s Industrial Area on December 5, 2024.
Gin has made a renaissance in Kenya’s urban nightlife, poured over ice, stirred into cocktails and alternatively, it can be sipped with tonic. Its botanical elegance has become a staple of social connection.
Behind this renewed love for gin, Zipporah Ndung’u, Senior Brand Manager at the East African Breweries Limited (EABL), says is its versatility in terms of mixing options and its accessibility.
“Accessibility is both in terms of cost and availability. How easy is it for a consumer to buy the product? That’s something that has really worked for gin brands,” she says
The rise of Kenya’s modern cocktail movement has particularly played a big role in positioning gin as the go-to spirit for flavour play, experimentation, and elegance.
The modern gin drinker
The current gin drinkers are far from one-dimensional. Ms Ndung’u describes them as one of the most versatile consumer groups.
Additionally, she says the appeal has been broad precisely because it doesn’t demand a single lifestyle or demographic.
“Gin does not have one specific demographic because of how easy it is to consume. However, it does have a versatile portfolio of consumer profiles. We have the everyday consumer who just doesn’t want a lot of fluff, they want simplicity. We are also seeing a rise of a sophisticated consumer those whose drink is almost like a lifestyle expression, they want both custom and classics.”
East African Breweries Limited (EABL) Senior Brand Manager Zipporah Ndung’u during an interview at the company’s headquarters along Thika Road, Nairobi, on November 18, 2025.
This emerging class of drinkers seeks a curated, photogenic cocktail. Ms Ndung’u says, for some, a gin & tonic or a splash of bitter lemon is enough. For others, it’s a more deliberate choice of maybe a Negroni, a martini, or a custom-crafted drink worthy of an Instagram photo.
On the gender lines, there are patterns of women embracing it more.
“Women, compared to other categories, have a higher affinity for gin. It fits as a drink and lifestyle representation. But when it comes to men, their needs are a bit simpler. For them, it’s a simple serve, they do not have a desire to have something that looks complicated or colourful,” Ms Ndungu says.
That distinction has fuelled flavour innovation and the move toward easier drinking formats. The ready-to-drink formats like canned gin & tonic are gaining traction as consumers look for convenience without compromising on quality.
“The category has become so popular, there’s been so many players coming into this space and there’s a fight to differentiate yourself. The differentiation we’re seeing majorly is flavour innovation. Luxury brands are doing more craft but in small batches to create that desirability,” she says.
Botanicals are also becoming a defining competitive frontier, especially in Africa.
“Botanicals are a huge thing now, Kenya and Africa as a whole has such a rich repository of botanicals. There’s definitely an opportunity to make local marks in a way similar to what Agave has done to tequila in Mexico.” Ms Ndung’u says.
Globally, gin distillers are experimenting with exotic botanicals of herbs, fruits and spices as they try to push their flavour boundaries in ways that go beyond the traditional juniper base.
Consequently, the craft gin, especially artisanal, small-batch interpretations, is booming with consumers wanting spirits that have traceable ingredients.
The mix
When it comes to the creativity behind the modern drinker’s appeal type of sip, Liam Wanyeki, a mixologist at one of Karen’s bars says that gin gives them freedom.
“With rum or vodka, you will have to work with specific character profiles. Gin gives you variety because you can pull flavour in so many directions,” he says.
He explains that rum leans on sweet with its molasses base and vodka on the other hand tends to be more neutral, disappearing into the mixer. Gin, however, retains its ground even when making cocktails with botanicals like the citrus peel, rosemary, and other exotic spices.
Bonface Makori, a 26-year-old bartender from Muthaiga Country during a cocktail competition at the Procera Gin company in Industrial Area, Nairobi on December 5, 2024.
“They want sophistication, yes, but they also want fun. They want a drink that looks good on a table, tastes layered, and feels premium without it being intimidating,” he adds.
Among his gin signatures is the Karura breeze that is made from any Kenyan gin, tamarind, lemongrass syrup and tonic. His Savannah spritz is from citrus gin, mango puree, sparkling water and dried orange. Then there is the Mount Kenya Negroni which is gin infused with local herbs, vermouth and a spiced bitters twist.
“Kenyan gin has this interesting taste that rum and vodka can’t give you. It’s fresh, it’s aromatic and has an identity,” he says.
He also notices that consumers are becoming more curious. They ask about the origin of the gin, how it was distilled, what botanicals are inside.
Kenya’s social patterns are also changing, the days of after-work pub meetups are giving way to new social rituals.
“The face of socialising has really changed. There’s a lot of day parties, brunches, thematic parties and we are going into spaces that are reflective of what the consumer sees as desiring to enjoy,” Ms Ndung’u says.
However, with the festive season, Ms Ndung’u notes that it often reveals a balanced appetite across the gin portfolio. “It’s a mix of both sophistication and the classics,” she says.
“Gifting drives premium ranges, but gatherings lean toward the classics because they are very shareable. Ready-to-go options are also quite good for people who want to carry enough especially those going on a road trip. The whole range gets to be experienced.”
Although she agrees that the sales fluctuate as consumers explore a broader repertoire of spirits, gin still remains to be a key growth category.
A glimpse of Kenyan’s favourite gins
Kenya’s gin market is bursting with colourful mix of home-grown craft labels and global favourites that have found loyal fans.
Among those leading is Gilbey’s Mixed Berries Gin, a fruity variant that has become a go-to for those who enjoy sweeter profiles and playful cocktails.
On the more artisanal end, Kenyan Originals (KO) Gin have their KO Classic and KO Tambuzi variants that represent Kenyan botanicals of bitter orange leaves, lemongrass, hibiscus, baobab, ginger, peanuts and even mango.
Then there’s 58 Gin, crafted that is loved by bartenders for its versatility. Their two main styles, their 5.8 Classic and 5.8 Spiced Orange come with suggested serves like “The Bird” that pairs classic gin with honey, ginger syrup, lime and tonic. “Red Zone” leans tropical with pineapple juice, basil, and a spiced kick of Tabasco if you dare.
And then there is Procera Gin from a Kenyan distiller that carries earthy and nutty notes that can’t be replicated anywhere. Equally ambitious is the Mara Edition Gin that sits in the premium category, with its craft production and unique flavours.
For everyday enjoyment, Kibao Gin remains a household favourite especially when it comes to its affordability.
There’s also a newcomer that’s turning heads, the Bloedlemoen Gin, which is originally distilled in South Africa. Bloedlemoen draws its spirit from ten botanicals, including the Tarocco blood orange, and is made in a London Dry style.
According to Cutler Palmer Drinks SA, on the nose, it teases citrus and juniper while on the palate, there’s warm nutmeg and cassia and it finishes with a lingering blood-orange note of a citrus crescendo that lives up to its name.
There’s also a luxurious Amber variant, infused with locally foraged fynbos and honey bush for a richer and more aromatic character. In Kenya, the bottle sells for about Sh3,700 for the 750 ml.
