Nairobi — Woodford Reserve, the small-batch Kentucky bourbon produced by Brown-Forman, has officially launched in Kenya, marking the brand's strategic entry into the East African premium-whiskey market.

The debut coincided with a Nairobi event celebrating Old Fashioned Month on November 6, part of a global initiative highlighting the classic cocktail.

David Mutunga, Brown-Forman's East Africa Advocacy Lead, said the event aligns with the company's strategy to elevate Woodford Reserve's visibility in the region.

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"Old Fashioned Month has been curated for the discerning whiskey connoisseur. Guests get to enjoy an iconic cocktail that continues to thrive globally," he said.

Woodford Reserve is now available in Kenya through major retail and e-commerce platforms, with Brown-Forman targeting affluent, urban consumers willing to pay for super-premium spirits.

The launch taps into Nairobi's expanding bar and cocktail culture, using Old Fashioned Month to boost both on-premise consumption in hotels and bars, as well as at-home mixology.

Kenya's spirits market is projected to grow from USD 1.49 billion in 2024 to USD 2.56 billion by 2030, representing a compound annual growth rate (CAGR) of 9.4 percent. Rising incomes, rapid urbanization, and increasing demand for imported premium spirits continue to drive this growth.

However, high import duties on spirits may dampen uptake among aspirational buyers, with taxes accounting for a significant share of retail prices.

Woodford Reserve hopes to leverage its heritage, small-batch production, and distinct flavor profile to differentiate itself in a crowded market of imported whiskies, positioning the brand to capture a niche of discerning consumers. The bourbon is already present in several African markets, including South Africa.