Former Presidential running mate says Muratina and Chang’aa drove Diageo out of the Kenyan market

Thursday, December 18, 2025 - Kenyan politician and former 2022 presidential running mate, Justina Wamae, has weighed in on British multinational, Diageo’s decision to sell its controlling stake in East African Breweries Limited (EABL).

Wamae links the move to rising consumption of traditional brews such as Muratina and Chang’aa.

On Thursday, December 18^th, 2025, Wamae posted on her official X account suggesting that most Kenyan alcohol consumers fall outside the target market for Diageo’s premium products.

“Is Ati Diageo exiting the work of God? That Kenyans will stop drinking and get saved? FYI, most ‘drinkers’ in Kenya are not in the target market of Diageo products,” she wrote.

She further argued that Diageo faced stiff competition from cheaper, locally brewed drinks often consumed in secret.

“Diageo was facing competition from Muratina that causes heartburn, Chang’aa that turns the lips pink, counterfeits, and others that are drunk in secret and are cheaply available.”

“Huu uchumi umezorota kabisa!” Wamae added.

Her remarks came a day after Diageo announced the sale of its 65 percent stake in EABL to Japan’s Asahi Group Holdings for $2.3 billion (about Ksh 300 billion).

The deal also includes Diageo’s 53.68 percent stake in UDV (Kenya) Limited, valuing EABL at $4.8 billion - one of the largest foreign acquisitions in Kenya’s corporate history.

Founded in 1922, EABL produces popular brands such as Tusker, Senator, Serengeti, Kenya Cane and Chrome.

For the year ending June 2025, the brewer reported net sales of Ksh 128.8 billion and employed over 1,500 people.

Asahi confirmed EABL will remain listed on regional exchanges and continue producing Diageo brands under long-term licensing agreements.

Diageo said the sale aligns with its global strategy to divest non-core assets while retaining regional operations.

The Kenyan DAILY POST