This company profile KWAL reveals the unethical practices of the largest alcohol producers in Kenya. It provides examples of the harmful methods across the categories of political interference, promotion, sabotage, manipulation, and deception – the Dubious 5 strategies.

Introduction

KWAL was incorporated in 1969 as a parastatal by the Kenyan Government to consolidate and streamline the importation and distribution of wine and spirits in the country. In 2012, the government approved for the privatisation of the company. 

It deals with both alcoholic drinks – wines and spirits- and non-alcoholic ones. KWAL’s business includes manufacture, import, distribution, sale and export of alcoholic and non-alcoholic beverages. Headquartered in Nairobi, with a distribution network throughout Kenya’s urban centres.

Ownership

The company is owned by KWAL Holdings E.A. Limited (KHEAL). KHEAL, the parent Company of the KWAL group of companies, has shareholding as follows as of June 2022:
Heineken has the largest share of 55% as Kenya development Corporation owns 43%.

Kenya Wine Agencies Ltd (KWAL) and Heineken are connected through a broader acquisition deal. In 2024, Heineken completed the acquisition of South Africa’s Distell Group and Namibia Breweries Limited (NBL). As part of this deal, Distell’s interests, including KWAL, have been integrated into a new company called Sunside Acquisitions Limited, which Heineken controls with a 65% stake, while Distell holds 35%

Brands

Spirits

  • Hunter’s Choice
  • Country
  • Kibao Vodka
  • Viceroy
  • Amarula
  • Scottish leaders
  • Viceroy 10
  • Best classic whiskey
  • Best cream
  • Caribia cane
  • Best gin
  • Cruz vodka
  • Durbanville hills.

Wines

  • Cellar Cask
  • Caprice wine
  • Drostdy
  • Alter wine
  • Nederburg
  • 4th street
  • Alto wine
  • Casa buena

Cider

  • Savana dry
  • Hunter’s cider.

Board of directors

  • Kuria Muchiru, Chairman
  • Lina Githuka, managing director
  • Jan-Kees Nieman, managing director of Heineken East & West Africa
  • Bezaneh Tsegaye, accounting & reporting manager at Heineken Ethiopia
  • Frank Ford, Corporate Affairs for Heineken Beverages
  • Norah Buyaki Ratemo, Director Investments
  • Kushilla Thomas, marketing strategist
  • Grace Magunga, Director Legal Services and Corporation Secretary at Kenya Development Corporation (KDC)
  • Judith Omachar, Ag. Director, at Kenya Development Corporation (KDC)

BROWSE MORE UNETHICAL PRACTICES by Kenya Wine Agencies Limited (KWAL)

BIG ALCOHOL IN THEIR OWN WORDS

Whisky brands are very reliant on a small number of heavy, and increasingly ageing, consumers, to provide the majority of volume [...] in the longer term we had to attract more younger drinkers—the heavy- using loyalists of tomorrow [to avoid] the potentially disastrous implications of losing heavy drinkers”.

Source: Research article

“If Miller Lite was to be a large profitable brand we had to attract these young heavy drinkers”.

Source: Research article

To the extent [that laws or regulations or actions against us to substantially curtail the consumption of alcohol, including beer] gain traction, they could have a material adverse effect on our business and financial results. For example, the European Union published its Europe Beating Cancer Plan. As part of the plan, by the end of 2023, the European Union has indicated it will issue a proposal for mandatory health warnings on alcohol beverage product labels."

Source: Molson Coors Annual Report 2022

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