Diageo Sells All Shares In EABL To Asahi, Signalling a New Chapter for East Africa’s Beverage Giant

In a transaction that reshapes the ownership landscape of one of East Africa’s most influential consumer goods companies, Diageo has announced an agreement to sell its entire shareholding in Diageo Kenya Limited to Japan’s Asahi Group Holdings. Diageo Kenya Limited holds a 65.00 per cent stake in East African Breweries Limited (EABL), the region’s leading alcoholic beverages producer.

The deal also includes Diageo’s interests in the Kenyan spirits business, United Distillers Vintners Kenya (UDVK), marking a significant strategic shift for the UK-based drinks multinational in the region. Upon completion, Asahi will acquire Diageo’s 53.68 per cent directly owned shareholding in UDVK. The remaining 46.32 per cent is owned by EABL, which retains management control of the spirits business and continues to fully consolidate UDVK in its financial statements.

Asahi Group Holdings is a Japanese listed global beverage powerhouse with a diverse portfolio spanning beer, spirits, wines, non-alcoholic beverages and food. Its entry into the East African market through this acquisition signals growing international confidence in the region’s long-term consumption story, underpinned by favourable demographics, rising urbanisation and an expanding middle class.

Crucially for investors and capital markets in the region, Asahi has indicated that EABL will remain listed on the Nairobi Securities Exchange, as well as the Uganda Securities Exchange and the Dar es Salaam Stock Exchange, following completion of the transaction. This assurance is expected to calm market speculation and reinforces EABL’s continued commitment to transparency, public ownership and regional integration.

While Diageo will be exiting direct ownership through Diageo Kenya Limited, the transaction does not alter EABL’s operational footprint or market position in the short term. EABL remains a dominant player across beer and spirits in Kenya, Uganda and Tanzania, with a portfolio that is deeply embedded in the region’s social and economic fabric.

Industry analysts view the move as part of Diageo’s broader portfolio optimisation strategy, allowing it to reallocate capital to other priority markets, while enabling Asahi to deepen its presence in high-growth emerging economies. For Asahi, the acquisition offers an immediate and established platform in East Africa, anchored by strong brands, extensive distribution networks and local manufacturing capabilities.

The inclusion of UDVK in the transaction is particularly noteworthy. As Kenya’s leading spirits producer and importer, UDVK plays a critical role in EABL’s premiumisation strategy and growth ambitions within the spirits segment, which has continued to outperform beer in recent years despite economic headwinds.

As regulatory approvals and transaction completion processes unfold, attention will now turn to how Asahi positions itself as a long-term strategic shareholder in EABL, and whether its global expertise will unlock new efficiencies, innovation and export opportunities for the East African market.

For now, the message to investors, consumers and employees alike is one of continuity rather than disruption—EABL remains listed, locally rooted and regionally focused, even as its shareholder story takes on a distinctly Japanese chapter.

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