How Gilbey’s Has Played a Role in the Growth of Gin Market in Kenya

Interview with Zipporah Ndung’u, Brand Manager, Gilbey’s

Q: Gin seems to have cemented its place in the Kenyan market over the years. What do you think has contributed to the spirit’s growing popularity?

A: Gin’s popularity in Kenya has been driven by several factors. First, its versatility. Gin can be enjoyed in various ways—whether in cocktails, mixed with tonic, or neat—giving consumers more flexibility than other spirits. Also, there’s a rising trend of cocktail culture in Kenya, with more people exploring creative ways to enjoy their drinks. Gin fits perfectly into this shift, offering unique botanicals and flavor profiles that appeal to a diverse palate.

Secondly, there’s been a steady increase in the middle class, which has resulted in more disposable income. This segment of the population is constantly looking for premium experiences, and gin offers that, especially with brands like Gilbey’s that have a legacy of quality. As people look for sophistication in their drinking experiences, gin stands out.

Q: How has Gilbey’s specifically contributed to gin’s resilience in Kenya?

A: Gilbey’s has played a key role in establishing gin as a staple in Kenya. The brand’s rich heritage and consistent quality has earned it a loyal customer base. Gilbey’s has been a trusted brand for many years, and we have always made sure that our products resonate with Kenyan consumers by maintaining the right balance between affordability and premium quality.

We’ve also stayed relevant through continuous consumer engagement. Whether it’s through our partnerships, activations, or campaigns like the recent ‘Made for Real Moments’, Gilbey’s is positioned as a brand for genuine experiences. We understand that Kenyans value authenticity, and that’s what we deliver with every bottle.

Q: Gin has had to compete with other spirits like whisky, rum, and vodka. What makes it resilient despite this competition?

A: Gin’s resilience can be attributed to its adaptability. It’s a spirit that has evolved with the times.

Unlike whisky or rum, which have very defined profiles, gin allows for a more experimental approach. Each gin offers a unique combination of botanicals, giving it a distinct character. This appeals to both seasoned gin lovers and new drinkers alike, as they can find a gin that suits their personal preferences.

It also helps that Gin, especially Gilbey’s is extremely mixable, allowing consumers to enjoy it in whichever taste or flavor profile they love.

Moreover, gin brands in Kenya have actively invested in educating consumers about the spirit.

Through tastings, masterclasses, and mixology events, we’ve helped demystify gin and make it more accessible. This level of engagement ensures that gin remains top-of-mind for consumers.

Q: We’ve seen an increase in female consumers embracing gin. What role do you think these demographic plays in gin’s market resilience?

A: Female consumers are pivotal to gin’s success in Kenya. Traditionally, spirits were perceived to be male dominated, but gin has broken that mold. It’s viewed as a more inclusive spirit, with its lighter and more diverse flavors, making it a favorite among women. Campaigns such as ‘Shall We’, which I’ve also been involved in, are aimed at celebrating women and positioning gin as a drink for socializing moments.

Our goal has been to show that gin is not just a drink for a specific gender, but for anyone who appreciates flavor, sophistication, and versatility in their drinks. The way women have embraced gin in Kenya speaks volumes about how the spirit’s perception has evolved over time.

Q: What challenges has the gin industry faced in Kenya, and how has it managed to overcome them?

A: One of the major challenges has been competition from other spirits and beers, particularly as beer is widely consumed across Kenya. There’s also been the need to educate consumers about gin.

While the older generation is familiar with the drink, younger consumers are still discovering it.

We’ve overcome these challenges by ensuring that gin is visible and accessible. For instance, we’ve partnered with leading bars, mixologists, and retailers to create experiences that introduce new drinkers to gin. The shift toward premiumization has also worked in gin’s favor, as more people are opting for spirits that offer a sense of luxury and authenticity, especially post-pandemic.

Q: Looking ahead, what do you think the future holds for gin in the Kenyan market?

A: I believe gin will continue to thrive in Kenya, especially as more people discover and appreciate its versatility. With evolving consumer tastes and the rise of a more sophisticated drinking culture, gin has the potential to be the spirit of choice for many more years to come.

At Gilbey’s, we’re constantly innovating to stay ahead of trends. Whether it’s introducing new flavors, launching unique consumer campaigns, or collaborating with influencers, we’re committed to keeping gin relevant. We anticipate that gin will not only grow in popularity but also become a key component of Kenya’s vibrant social culture.

Q: Any final thoughts on gin’s role in Kenya?

A: Gin has established itself as more than just a spirit—it’s part of the social fabric in Kenya. It brings people together, whether in casual meetups or grand celebrations. The beauty of gin lies in its ability to fit into different moments, and that’s what has made it resilient over the years. At Gilbey’s, we’re proud to be part of this journey and to continue shaping the future of gin in Kenya.

Q: What is your messages to consumers?

A: I would like to urge our consumers to drink responsibly. Our focus as a brand is to engage, educate and empower our consumers to make informed choices about drinking better.