Kenya’s alcoholic beverages sector prepares for tough new regulations

Other regulatory measures are likely to include banning online sales of alcohol, restricting alcohol advertisements accessible to children, mandating health warnings on alcoholic products, and banning outlets selling alcohol from operating within 300 metres of schools, places of worship and residential areas. 

The Daily Nation newspaper reports that the latest figures show approximately 13% of Kenyans between the ages of 15 and 65 consume alcohol – an estimated 4.7-million individuals. The highest rates of consumption are found among young adults aged 18 to 24. 

According to Nairobi Law Monthly, the 2025 National Policy on Alcohol, Drugs and Substance Abuse “signals a deliberate and urgent shift in the government’s response to an issue that has been quietly tearing through families, schools and communities across the country”. 

The reforms are to be spearheaded by the National Authority for the Campaign Against Alcohol and Drug Abuse (Nacada), which has been tasked with implementing the proposals in collaboration with county governments, local leaders and enforcement agencies. 

Discussing the plan to raise the legal drinking age from 18 to 21, Nairobi Law Monthly says this is based on research that suggests delaying alcohol access significantly reduces addiction rates and related social harms.  

Higher age limits have shown long-term health benefits 

If implemented, this will bring Kenya in line with global standards followed in countries such as the United States, where higher age limits have shown long-term public health benefits. 

The new policy also seeks to ban online sales and home delivery of alcohol, which is seen as a growing avenue for underage access. The Nacada report describes digital platforms as a “fast-growing but dangerous convenience” that has allowed teenagers to bypass traditional age restrictions. 

“Another central measure is the planned restriction of alcohol advertising. The government will prohibit any form of alcohol promotion during children’s television programmes, school activities and on public holidays,” reports Nairobi Law Monthly. 

“In addition, alcohol ads on billboards, social media, and through celebrity influencers will be outlawed.” 

Just Drinks, a trade publication, quotes Alex Chappatte, founder and CEO of African Originals, a Kenya-based business marketing cider, spirits and soft drinks, as saying: “As alcohol producers, we take our responsibility seriously, especially when it comes to encouraging responsible drinking. 

“But instead of restricting choice, we believe the focus should be on educating drinkers on how to enjoy alcohol mindfully. Raising the legal drinking age risks pushing curious young adults towards unsafe, illicit brews which is an outcome that’s far more dangerous than informed, regulated access.”