By Kenyan cider and spirits maker eyes $12m revenue and regional growth by 2025
When Alexandra Chappatte, founder and CEO of African Originals, first entered Africa’s drinks industry in 2015, she noticed a glaring gap. Imported premium brands like Jameson and Chivas had prestige but no African story, while local options were often low-cost and low-quality. “There was nothing in between that truly celebrated African culture,” she recalls.
That realization sparked African Originals, a Nairobi-based craft beverage company producing ciders, spirits, tonics, and iced teas under labels such as Kenyan Originals and 5.8 Spirits. Since its launch, the company has built a fast-growing reputation for products that reflect modern Kenyan identity, all while remaining accessible to the middle-class consumer.
From Startup to Scale
African Originals has seen rapid growth: gross sales rose from $3m in 2022, to $7m in 2023, and $10m in 2024. With support from Mauritius-based brewer Phoenix Beverages, its lead investor, the company has raised $10m to date, fueling expansion of its Nairobi production facility and distribution networks.
By the end of 2025, the company aims to hit $12m in revenue and expand its footprint across Kenya from 5,000 outlets to 20,000 outlets.
Uganda: First Step in Regional Expansion
In February, African Originals launched operations in Uganda, where the brand is already seeing reorders. Chappatte describes Uganda as an “exciting market” with a vibrant nightlife scene, especially in Kampala, and consumer tastes that align with the company’s craft offerings.
“We’ve started with Uganda, but we see the whole of East Africa as our natural hub,” she says, hinting at ambitions beyond the region.
Winning Over the Youth
A key driver of the company’s growth is its direct connection with consumers. Unlike competitors, African Originals runs all marketing in-house, with over 200 young brand ambassadors driving activations and sampling. This strategy ensures that the company stays aligned with its target demographic: 25- to 35-year-old urban youth.
“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,” Chappatte emphasizes.
Rising Competition
Still, challenges loom. Heavyweights like East African Breweries Limited (EABL) have launched craft-style products to capture the same market. For African Originals, the test will be to keep its distinct identity while scaling in a space where both multinationals and startups are crowding in.
Even so, Chappatte remains optimistic. With its unique blend of authentic African storytelling, real fruit sourcing from smallholder farmers, and youthful brand energy, African Originals is betting that the region’s thirst for craft drinks is only just beginning.
