East African Breweries Limited (EABL) has expressed significant concerns over the proposed National Policy for the Prevention, Management, and Control of Alcohol, Drugs, and Substance Abuse (2025) by NACADA, warning of potential negative impacts on the formal alcohol industry and economy.

• Proposed NACADA policy includes a ban on alcohol advertising, online sales, home deliveries, celebrity endorsements, and raising the legal drinking age from 18 to 21 years.
• EABL CEO Jane Karuku stated the proposals are speculative and require further engagement, emphasizing that NACADA's policy could drive consumption to the illicit market, which already accounts for 60% of alcohol consumption in Kenya.
• EABL highlights its economic footprint, partnering with over 60,000 farmers and a distribution network of 250,000 outlets.