East African Breweries Limited (EABL) reported a 6 percent decline in spirit consumption in Kenya for the year ending June 30, 2025, primarily due to the rise of counterfeit and illicit alcohol in the market.

• Illicit alcohol now constitutes 60 percent of all alcohol consumed in Kenya, an increase of 27 percent since 2022, according to a Euromonitor International study commissioned by ABAK.
• EABL CEO Jane Karuku stated that only 40 percent of the alcohol market is formal and taxed, leading to significant revenue losses for the government.
• Kenya loses an estimated Sh120 billion annually in foregone taxes due to the illicit alcohol trade, with Sh64 billion attributed to counterfeit products alone.