Justina Wamae blames Muratina and Chang’aa for Diageo’s exit from Kenyan market
By Cynthia Lodite, December 18, 2025Kenyan politician and former 2022 presidential running mate Justina Wamae has linked British multinational Diageo’s decision to sell its controlling stake in East African Breweries Limited (EABL) to a huge consumption of Muratina and Chang’aa.
On Thursday, December 18, 2025, Wamae took to her official X account to reveal that most alcohol consumers in Kenya do not belong to the target market for Diageo products.
“Is Ati Diageo exiting the work of God? That Kenyans will stop drinking and get saved? FYI, most ‘drinkers’ in Kenya are not in the target market of Diageo products,” Wamae said.
She went on explaining that Daigeo was facing competition from Muratina, Chang’aa, and other alcoholic drinks that are drunk in secret and are cheaply available.
“Diageo was facing competition from Muratina that causes heartburn, changaa that turns the lips pink, counterfeits, and others that are drunk in secret and are cheaply available. Huu uchumi umezorota kabisa!,” Wamae explained.
Diageo’s sale of EABL
Her remarks come just a day after Diageo agreed to sell its 65% stake in EABL to Japanese beverage giant Asahi Group Holdings for $2.3 billion (approximately Ksh 300 billion).
The announcement was made on Wednesday, December 17, 2025.
The transaction also includes Diageo’s 53.68% stake in UDV (Kenya) Limited, a spirits producer, valuing EABL at around $4.8 billion and marking one of the largest foreign acquisitions in Kenya’s corporate history.
EABL deal
EABL, founded in 1922, manufactures and distributes beer, spirits, and ready-to-drink beverages across East Africa, with iconic brands including Tusker, Senator, Serengeti, Kenya Cane, and Chrome.
For the year ended June 2025, EABL reported net sales of Ksh 128.8 billion ($996 million) and EBITDA of Ksh33.3 billion ($258 million) and employed over 1,500 people in the region.
Under the deal, EABL will remain listed on the Nairobi Securities Exchange as well as exchanges in Uganda and Tanzania. Asahi plans to collaborate with existing management and employees to drive sustainable growth, while long-term licensing agreements will allow EABL to continue producing and distributing Diageo brands such as Guinness, Johnnie Walker, and Smirnoff Ice.
Diageo emphasized that the sale aligns with its strategy to divest non-core assets and reduce leverage while retaining regional operations through licensing agreements.