KENYA - Kenya Wine Agencies Limited (KWAL) has launched its latest offering, Kibao Gin, aimed at attracting the growing population of young adults interested in experimenting with diverse alcoholic beverages. 

The new gin, triple-distilled and juniper-forward, seeks to secure a larger portion of Kenya’s expanding spirits market.

The new product arrives amid increasing demand for premium spirits in Kenya, particularly gin, which has seen a surge in popularity among younger consumers. 

KWAL's Commercial Director, Jonas Geeraerts, highlighted that Kibao Gin is crafted for a bold and adventurous generation. He noted that the gin combines unique botanical blends and natural ingredients, providing an authentic and versatile drinking experience.

“We are targeting socially connected young adults who are eager to try new things and embrace experiences that reflect their adventurous spirit. Kibao Gin is designed to offer a mixable, refreshing option for these consumers,” said Geeraerts.

Strong roots in the market

Kibao Gin enters the market building on the legacy of Kibao Vodka, one of KWAL’s best-known products. 

The company is capitalizing on Kibao Vodka’s brand recognition and consumer trust, aiming to deliver an authentically Kenyan gin experience. According to Geeraerts, the goal is for Kibao Gin to establish itself as a preferred choice for Kenyan consumers, similar to the brand's vodka counterpart.

In 2019, Kibao Vodka was named one of the Top 100 World’s Fastest Growing Spirits Brands by IWSR Drinks Market Analysis, recognized for its distinct flavor derived from a rigorous distillation process. 

The rebranding of Kibao Vodka in recent years was geared towards appealing to a new generation of consumers focused on value-for-money spirits.

Legal challenges amid expansion

While KWAL celebrates the launch of Kibao Gin, the company recently faced legal challenges. 

The Kenya High Court issued an order preventing state agencies from confiscating KWAL’s alcoholic products following a complaint filed by the company against the Kenya Bureau of Standards (KEBS). 

The complaint arose after KWAL employees and distributors reported being threatened with business closures by individuals claiming to represent KEBS. Since April 2024, the company has faced ongoing disruptions due to these threats, prompting the court's intervention.

KWAL’s broader portfolio

KWAL, founded in 1969, is one of Kenya's leading alcohol manufacturers, producing well-known brands such as Hunter’s Choice whisky, Kingfisher, Viceroy brandy, and Best Cream liqueur. 

The company has continued to innovate and diversify its product range, focusing on both local and international markets.

Just last year, the company revamped Kibao Vodka to appeal to a new generation of bold, savvy consumers. According to Geeraerts, the rebranding was aimed at connecting with consumers who prefer spirits as their drink of choice but are also conscious of value-for-money.

Kibao Vodka was previously recognized in 2019 by IWSR Drinks Market Analysis as one of the Top 100 World’s Fastest Growing Spirits Brands. The vodka, known for its distinctive taste resulting from a rigorous distilling process, has maintained its popularity in Kenya’s competitive spirits market. 

The revamp in 2018 helped solidify its standing, further positioning it as a household name for vodka enthusiasts across the country.

Kibao Gin’s introduction is the latest in a series of product developments aimed at capturing a wider audience, particularly as the demand for gin rises in Kenya. 

The beverage industry in the country is seeing a shift towards premium products, as consumers become more discerning and are drawn to high-quality spirits.