African Originals launches Kenya’s first locally sourced RTD gin and tonic
African Originals, the award-winning Kenyan-based cider, spirits and soft drinks company, has launched the 5.8 Gin & Tonic, the first ready-to-drink (RTD), locally-sourced gin and tonic in Kenya.
RTDs have been a global phenomenon for the past two years. The only alcohol category to record international growth, RTD volumes are up 2% a year, with revenues also growing by 6% per annum. At the same time, global alcohol volumes fell 1% in volume and only grew 2% in revenue.
This outperformance is forecast to continue, with IWSR predicting a 2% compound annual growth rate (CAGR) for RTDs up to 2027, increasing the total RTD market to $40 billion.
This trend is now reaching Africa, with a CAGR above 10%, significantly outpacing beer and wine.3 In Africa, RTD growth is being driven by urban and increasingly affluent under 35s who are attracted by its sweet taste and lower alcohol content compared to hard spirits.
African Originals’ 5.8 Gin & Tonic is well-placed to capitalise on RTD growth in Africa. Consumers in Kenya and across the African continent express a strong preference for products that support their local communities and use local produce and flavours. The company’s unique relationship with communities delivers this, with 5.8 Gin’s botanicals being sourced by the Maasai tribe and the fruits grown across Kenya.
Alex Chappatte, by founder and CEO of African Originals, said: “We’re constantly innovating to create new segments to capitalise on consumers’ demand for authentically African products. Our close relationship with local farmers and communities means that no one is better placed to translate the global RTD trend to Africa. We expect that tapping into these new customers will also boost sales of our existing products, as we’re sure that those who enjoy the gin and tonic cans will start reaching for the 5.8 gin bottles.”
African Originals are launching three varieties of the 5.8 Gin & Tonic. The Classic is made from baobab from Kilifi, a coastal Kenyan town. Very Berry is made from blueberries from Tigoni, located to the North West of Nairobi. And Spiced Orange is made from oranges and chilis from across the country.
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