Kenyan women drive premium whisky growth

Oliviah Omungoh, the William Grant & Sons Marketing Manager for East Africa says, “there is a shift in consumption trends, where more women are drinking whisky, mainly because of how the drink is marketed.”

Euromonitor International, a research company, shows that aggressive marketing using packaging, cocktails and female influencers has helped normalise whisky consumption for urban women.

In Nairobi, the heart of this shift, whisky-tasting events have become as chic as wine-pairing dinners, ranging from masterclasses in upscale lounges to curated tasting nights designed for female drinkers.

Josephine Katambo, the Scotch and Reserve portfolio marketing manager at East Africa Breweries Limited (EABL) says alcohol-makers have had to rethink the game by reshaping messaging, refining flavour profiles to suit the tastes of female drinkers.

“Whisky is becoming a badge of taste and sophistication in women-led social circles and trendy outlets. Smoother liquids and cocktail-friendly serves like highballs are making whisky more approachable and versatile,” she says.

And the marketing efforts are paying off, as whisky makers have noticed an uptick in female drinkers over the past few years.

“Currently, around 20 percent of Kenya’s whisky consumers are women. The highest penetration we’re seeing is among 25 to 34-year-olds, young, modern women with refined taste and a willingness to experiment,” she says.

Ms Omungoh concurs.

“At William Grant & Sons [makers of Glenfiddich and The Balvenie] women account for about 25 to 30 percent of our consumers. Men makeup the bulk of it while the typical age ranges from 28 to 45,” she says.

Also, experts attribute the growth to an increase in the number of urban dwellers.

Russell Menezes, the research director at International Wine and Spirits Record (IWSR), notes that Africa’s shifting demographics, particularly its growing youthful, and rapid urbanisation have boosted consumption.

“Younger demographics migrating to big cities has made alcoholic beverages more accessible, boosting demand,” he says.

Mr Menezes, who looks after the Middle East and Africa market analytics and insights, adds that the growing middle class is at the heart of these changes.

“Recent trends have been predominantly shaped by a young and dynamic middle class, while the proportion of women who consume alcohol is increasing, spurred by socio-economic changes such as improved education and better employment opportunities,” he says.

He adds that whisky consumers in South Africa, Nigeria, and Kenya prioritise social status and image.

However, when it comes to Kenyan women consumer, Ms Katambo observes different prioritisation.

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“Among the Kenyan women, taste and brand familiarity are the leading drivers of whisky. Social status and aesthetics play a secondary, influence-based role rather than being primary purchase triggers,” she says.

Scotch whiskies

When it comes to preferences, for the Kenyan woman, Scotch whiskies take the lead over Irish and other spirits such as Bourbon and cognac.

“The data shows that Kenyan women are more likely attracted to blended and Scotch whiskies. These styles often form the base of cocktails, highballs, and lighter whisky serves, making them more approachable and versatile especially in social, lifestyle-led settings,” she says.

Within the Grants portfolio, Ms Omungoh says Kenyan women prefer the Glenfiddich 15-year old, because of its rather smooth rich finish and lingering sweetness.

The entry of flavour-led innovations has also played part in drawing more Kenyan women into loving whisky.

“With 40 percent increase in whisky penetration since 2023 to date, it suggests a strong resurgence, especially among newer and previously underrepresented consumers and that includes women. The broader cultural shift where whisky is becoming more inclusive, flavour-forward, and socially acceptable for female drinkers is attributed to this growth,” Ms Katambo adds.

According to IWSR, whisky accounts 13 percent of the spirits consumed in Kenya. Premium-plus spirits command around four percent of the total spirits market in Africa by volume and around 20 percent by value. South Africa dominates this market, followed by Nigeria and Kenya.

Difficult to tell

However, for Zara Kuria, the Jack Daniel’s brand manager for Kenya, whereas she agrees that the Kenyan woman drinking habits have evolved, it is difficult to tell where they stand when it comes to whiskies.

“Yes, more Kenyan women are embracing the whisky culture. However, it’s difficult to tell if there has been a significant increase of women whisky lovers’ uptake. So no, it wouldn’t be correct to say more Kenyan women are consuming whisky compared to men or vice versa.”

Women Who Whiskey

Ms Kuria however adds that her brand has had to adjust to the whisky evolving culture which has also seen a surge of women mixologist and bartenders in recent times.

“Innovations, such as Jack Daniel’s Apple, Jack Daniel’s Honey, and Jack Daniel’s Fire, which is infused with cinnamon, has greatly improved whisky versatility, making them good choices for cocktails which are more popular among women and the Gen Zs,” Ms Kuria says, adding that Jack Daniel’s old Number 7, the whisky flagship brand remains their best seller in Kenya.

The versatility of bartenders has also helped to turn more women into whisky lovers.

Ms Omungoh also points at the rise of groups such as Women Who Whiskey Nairobi Chapter, started eight years ago, which brings together women who enjoy and appreciate the liquor.

“More women are now learning more about the category and taste profiles. There is also a rise of the cocktail culture, where more women are enjoying whisky based cocktails. We are also seeing more women venturing into the whisky business as brand ambassadors and educators.”

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