Asahi to launch Super Dry, Peroni beer in Kenya
The Japanese beverage group plans to expand EABL’s premium beer portfolio as it begins a new phase of operations across East Africa.
KENYA – Asahi Group Holdings plans to introduce its Asahi Super Dry and Peroni Nastro Azzurro beers in Kenya after completing its majority investment in East African Breweries Plc (EABL), targeting growth in East Africa’s premium beer market.
Asahi Group President and CEO Atsushi Katsuki told shareholders that the international brands would complement EABL’s existing premium offerings, including White Cap and Guinness Stout.
“Diageo Plc’s Guinness brand has established a solid market position in the premium category, but pilsners and other global mainstream premium lager brands have a limited presence,” Katsuki said.
“In my opinion, there is plenty of room for the Asahi Group to develop Asahi Super Dry and Peroni Nastro Azzurro premium lager and other brands in the region,” he added.
Asahi acquired Diageo’s 65% stake in EABL for $2.354 billion, alongside its interest in UDV Kenya. The transaction followed regulatory approvals across the East African markets where the businesses operate.
EABL operates mainly in Kenya, Uganda and Tanzania and owns brands including Tusker and Serengeti Lager, while continuing to produce and distribute selected Diageo brands under licensing agreements.
Katsuki said Asahi would leverage EABL’s distribution network to expand its international beer portfolio across the region.
“Indeed, we are eager to build a multi-layered product portfolio in East Africa by leveraging EABL’s robust distribution platforms and expanding Asahi Group brands in the region,” he said.
For the financial year ended June 2026, EABL reported a 49% increase in net profit to KSh18.23 billion, while revenue rose 13.3% to KSh145.96 billion. Spirits recorded 30% growth, compared with 9% growth for both mainstream and premium beer.
Katsuki said population growth, urbanisation and economic expansion were supporting longer-term growth in the region’s beer market.
“While the region is more politically and economically volatile than Japan or Europe, population growth, urbanisation, and economic expansion have supported higher medium- to long-term income growth, with beer demand expected to expand and premiumisation to evolve accordingly,” he said.
Asahi’s entry will add its global premium beer brands to EABL’s existing portfolio while Diageo brands, including Guinness and selected spirits, remain available through long-term licensing arrangements.
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