Kenya’s social scene is no longer limited to nightclubs and packed dance floors. Today’s manner of get-togethers is as varied as there are events to attend. From brunch dates, rooftop gatherings, house parties, film watching or book club gatherings, the way Kenyans are socialising is shifting.
This evolution is also reshaping what people drink.
Globally, the Ready-to-Drink (RTD) category has emerged as one of the fastest-growing alcohol segments, driven largely by younger legal-age consumers seeking convenience, portability and flavour variety, according to a report by the International Wines and Spirits Record (IWSR).
Kenya is one of the emerging markets for RTD beverages, and some drinks companies are responding in kind. Brands such as Smirnoff are expanding their Ready-to-Drink offerings to match these “multi-space” moments.
Speaking about the brand’s 2026 strategy, Smirnoff Kenya Brand Manager Scaver Saitaga said the strategy reflects changing consumer behaviour.
“We’ve moved from a ‘nightclub-only’ culture to a ‘multi-space’ culture,” Saitaga says. “The goal in 2026 is to be the invisible thread that connects these diverse moments.”
Saitaga attributes the growing RTD market to closing a quality gap.
He argues that now consumers expect the same flavour complexity from a canned drink as they would from a crafted cocktail at an upscale bar. The added pull of convenience and accessible pricing makes RTDs a compelling proposition for a generation that wants premium experiences without premium commitment.
But convenience alone is no longer enough. In an era shaped by Instagram stories and TikTok timelines, aesthetics carry weight.
Saitaga acknowledges that aesthetics have become inseparable from the product itself. “The look of the celebration is just as important as the taste,” he said.
To appeal to a broader market and to find more ways into the varied ways Kenyans get together, the company is also looking into collaborations in fashion, music, and art, a deliberate push meant to embed the brand within Kenya’s broader lifestyle culture rather than confine it to the drinks aisle.
