Kenya clears Diageo's sale of EABL stake to Asahi for Ksh.297B

Kenya's competition regulator has approved Diageo's ​sale of its 65% stake in East African Breweries ‌Plc to Japan's Asahi Holdings, the brewer said on Thursday.

The London-listed company announced in December 2025 that it was selling its stake ​in EABL to Asahi for $2.3 billion (approx. Ksh.297.9 billion), as part of ​its strategy to exit the African market.

The Competition ⁠Authority of Kenya directed EABL to "reserve sufficient funds from ​the transaction consideration to meet any outstanding liabilities," Bloomberg News ​ reported earlier, citing a letter sent to lawyers representing the brewers.

The regulator also required EABL to reserve 20% of its cooler space ​in retail outlets for competitors' drinks, the report said.

"EABL ​notes the approval by the Competition Authority of Kenya regarding the proposed ‌transaction ⁠between Diageo PLC and Asahi Group Holdings, Ltd," East African Breweries said in a statement to Reuters.

Diageo, Asahi and Kenya's competition authority did not immediately respond to Reuters requests ​for comment.

The ​deal has faced ⁠several challenges in Kenya, including a suit by distributor Bia Tosha that was dismissed in ​April, prompting EABL to ask Kenya's chief ​justice in ⁠June to speed up related hearings.

Kenya’s Business Daily newspaper reported in August that the regulator had proposed EABL set aside as much ⁠as ​Ksh.15 billion ($116.01 million) in ​reserve funds before approving Diageo's stake sale.