Fast-rising craft beverage producer African Originals is scaling up its operations across East Africa after recording double-digit growth in recent years, positioning itself as a key player in the region’s drinks industry.
Founded in 2017 by Alexandra Chappatte, a former marketing executive for Pernod Ricard, the company has carved out a niche in Kenya’s beverage market with its premium but locally rooted brands, including Kenyan Originals, African Originals, and 5.8 Spirits. Its products range from craft ciders and spirits to tonics and iced teas, produced at a 28,000-square-foot facility in Nairobi’s Baba Dogo industrial hub.
Chappatte says the inspiration came from recognizing a gap between costly imported liquor and low-end mass-market options. “There was an opportunity to create quality craft products for the Kenyan consumer that celebrated modern Kenyan identity and sat in the sweet spot in terms of cost,” she explained.
The strategy appears to be working. African Originals reported sales of $3 million in 2022, $7 million in 2023, and $10 million in 2024. With growth of more than 60 percent last year, the company now projects revenue to hit $12 million by the end of 2025.
To sustain momentum, the brewer is expanding its distribution footprint. Previously managing all sales in-house, it now partners with distributors, targeting a balance where 60 percent of sales are direct and 40 percent through partners. The company is also expanding its retail reach from 5,000 to 20,000 outlets within three years.
In February, African Originals launched in Uganda, marking its first foray outside Kenya. “We believe Uganda is a really interesting market, with a taste profile that fits our products and a vibrant party culture, particularly in Kampala,” Chappatte said. East Africa remains the company’s primary focus, though it sees long-term potential in wider Sub-Saharan Africa.
Backed by $2 million in funding led by Phoenix Beverages of Mauritius in 2023, African Originals has raised roughly $10 million since inception. Phoenix Beverages also provides technical expertise to strengthen production capacity.
The company’s success comes as Kenya’s craft beverage sector attracts increased attention. Established giants like East African Breweries Limited (EABL) and newer startups have rolled out competing craft ranges, vying for the same young, middle-class consumers.
Chappatte remains confident that African Originals’ authentic connection with urban youth built through in-house marketing and over 200 young brand ambassadors will help the brand maintain its edge.“The focus has to be on winning the hearts and minds of young Kenyans – the movers, the shakers, the cool kids who represent modern Kenyan identity,” she emphasized.