Kenya’s competition regulator has approved Diageo’s sale of its 65% stake in East African Breweries to Japan’s Asahi Holdings, the brewer.
Guinness owner Diageo announced in December 2025 that it was selling its stake in EABL to Asahi for $2.3 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 reportedr, 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 15 billion Kenyan shillings ($116.01m) in reserve funds before approving Diageo’s stake sale.
