Traders have resisted the new alcohol control rules, arguing that 1.3 million jobs are at stake even as the government vows to implement the proposed measures, which include raising the minimum legal age for drinking from 18 to 21 and barring the sale of alcohol in various outlets.
The sweeping reforms were unveiled under the National Policy for the Prevention, Management and Control of Alcohol, Drugs and Substance Abuse (2025) by Interior Cabinet Secretary Kipchumba Murkomen and the National Authority for the Campaign against Alcohol and Drug Abuse (Nacada).
The government argues that the measures are necessary to combat rising alcohol and drug abuse, particularly among the youth, and bans the sale of alcohol in places such as supermarkets, online platforms, and public transport. However, key players in the alcohol industry, including bar and restaurant owners, manufacturers, and retailers, have strongly opposed the policy, describing it as exclusionary, unrealistic, and economically destructive.
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Pubs, Entertainment and Restaurants Association of Kenya (Perak) chairman Michael Muthami dismissed Mr Murkomen’s claim that the private sector had been consulted during the policy’s development.
He said the country stood to lose billions in tax revenue, and questioned how the Kenya Revenue Authority and National Treasury would respond to the financial impact of shattered businesses.
“You can’t be looking for money while killing off businesses. They’re burning the house to kill the rat,” he said, while challenging the logic behind raising the drinking age to 21.
The move, he said, was driven by “false morality”.
“We’re in 2025, not 2005. Why ban online alcohol orders when they’re the future of business?” Mr Muthami posed.
Saying the new rules treat legitimate businesses as criminals, Mr Muthami warned that the economic cost of the policy would be devastating, estimating that at least 1.3 million direct and indirect jobs are now at risk across the alcohol value chain.
This includes jobs in farming, distribution, manufacturing, and hospitality.
“I have spoken with everyone in the sector — Perak, Alcoholic Beverages Association of Kenya (Abak) and Retail Trade Association of Kenya (Retrak) —and no one was consulted (during the formulation of the policy). We were not even mentioned in the acknowledgements. They only spoke to the civil society and churches,” Mr Muthami said.
While the East African Breweries PLC (EABL) said it is yet to analyse the impact of the new rules to its production volumes and sales forecasts, it decried a looming disruption to its e-commerce channel, which it says has been under development since 2020.
“This (policy shift) will greatly impact the e-commerce channel, which is only currently developing since the Covid-19 pandemic. We are, however, yet to analyse the logistical challenges that arise from this,” said EABL Group Corporate Relations Director Eric Kiniti in an emailed response.
Responding to the rise in the legal drinking age from 18 to 21, the listed brewer has flagged an impending impact on jobs for people working in the sector who are within that age bracket, adding that it will also fuel consumption of illicit alcohol as having an ID will not serve as sufficient proof for outlets to verify age.
Performing and Audio-Visual Rights Society of Kenya (Pavrisk)Chairman Edwardo Waigwa (2nd Right) flanked by National Chairman of the Pubs, Entertainment, and Restaurants Association of Kenya Michael Muthami (2nd Left) and Pavrisk Vice Chairman Daniel Kinyua Kibuchi, addressing the press at Red Brick Hotel in Nairobi on Monday, July 14, 2025.
Photo credit: Dennis Onsongo | Nation
Noting that it will continue its business operations as usual, awaiting legislative action on the proposed policy, the company said it will be airing out its views on the cited issues once a substantive Bill is formulated.
“The policy is not yet a legislation as some amendments have to be made to existing statutes through the outlined legislative process in line with the Constitution,” said Mr Kiniti. “We will give our position and views when the bill is formulated and take part in the public participation process when we reach that stage.”
Lamenting that the policy was developed without stakeholder involvement, Jaza Discounter Supermarkets founder and director Willy Kimani pegged the revenue netted from the sale of alcoholic beverages at 14 per cent of the total retail income.
“If enforced, such a ban would be ill-informed as supermarkets have some of the best compliance controls you’d find anywhere. It would also be an operational nightmare considering the impact the existing contracts with our suppliers and the stock already stacked up in our shelves,” Mr Kimani told Nation during a phone interview.
In response to the backlash, Nacada, through its CEO, Anthony Omerikwa, sought to clarify its position on the issue and emphasised that the newly launched policy is not law, but a framework meant to guide future reforms.
Anthony-Omerikwa
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“Contrary to reports suggesting that Nacada has banned certain practices such as online sales and celebrity endorsements, we wish to emphasise that no bans have been introduced. These are policy recommendations pending legal and regulatory review,” Mr Omerikwa said.
He said Nacada will embark on public participation exercises in the next stages of the policy roll-out and will involve all stakeholders in a bid to establish an implementation framework.
“Public participation will be central to this process,” he said, while, at the same time, urging the media and the public to look at the document as a roadmap for change rather than an immediate enforcement tool.
Other than raising the minimum drinking age, the policy prohibits the sale of alcohol in supermarkets, public beaches, recreational facilities, toy shops and public transport.
It also seeks to ban alcohol consumption in restaurants, clubs, and any events attended by children or where adults are accompanied by minors.
It also bans several methods of selling alcohol, including through online platforms, vending machines and home deliveries.
The policy seeks to enforce the mandatory 300-metre buffer zone between alcohol outlets and any nursery, primary, secondary, or tertiary learning institution. This zoning restriction aims to limit the exposure of school-going children to alcohol and related marketing. The ultimate aim is to reduce visibility, accessibility, and normalisation of alcohol consumption in everyday settings.
The policy also introduces the “Polluter Pays Principle,” which would compel alcohol manufacturers and distributors to contribute financially to the treatment and rehabilitation of individuals harmed by their products. This marks a major shift by placing social accountability on the alcohol industry.
Further, the government plans to use the Asset Recovery Agency to confiscate and auction properties linked to convicted drug traffickers, with proceeds used to fund addiction rehabilitation —signalling a tougher, multi-agency approach to both enforcement and public health.
Still, the assurance by Nacada has done little to calm the storm. The Retail Trade Association of Kenya (Retrak) issued a strongly worded statement expressing its dismay at being sidelined in the policy's development.
“From the outset, we wish to clarify that Retrak was neither consulted nor invited to contribute to the development of this policy,” it said in a statement.
The umbrella body for retailers maintained that the country already has a robust legal and regulatory framework governing alcohol production and sale, and warned that adding more restrictions without enforcement or stakeholder engagement would only create chaos.
The association highlighted that formal retailers comply with age verification for online sales, advertising restrictions, and zoning requirements at both national and county levels.
In questioning the practicality of the policy’s recommendations, Retrak noted that, in many commercial areas, schools and churches have peacefully coexisted with alcohol-selling establishments for decades.
“We support efforts to curb alcohol misuse and under-age access, but the policy must be balanced, enforceable, and grounded in reality,” the statement read.
The association called for inclusive dialogue but warned that any legislative move must respect constitutional principles of transparency and inclusivity.
“We look forward to inclusive consultations as the process advances through Parliament and the county assemblies,” the association added.
Mirroring the resistance, the Alcoholic Beverages Association of Kenya (Abak) also voiced serious reservations about the new policy. While acknowledging the need to address alcohol abuse, Abak argued that Kenya already has sufficient laws regulating alcohol manufacture, distribution, advertising, and sales at both national and county levels.
According to the association, the core issue lies not in weak legislation but in poor enforcement. It also pointed to a study by Euromonitor International, which found that 60 per cent of alcohol consumed in Kenya is illicit.
This, it said, demonstrates the ineffectiveness of enforcement mechanisms and the dangers of pushing legitimate operators out of the market. Abak also defended the use of digital platforms for alcohol sales, noting that existing systems already limit access by minors and ensure deliveries are made only to verified adults.
Expressing disappointment over the lack of consultation, Abak criticised the government for excluding manufacturers and industry stakeholders during the policy’s drafting phase.
“It is unfortunate that the policy was developed without the input of alcohol manufacturers who could have added valuable insights,” it said in a statement.
