The National Authority for the Campaign Against Alcohol and Drug Abuse (NACADA) has proposed raising the legal drinking age from 18 to 21 as part of a broad new national policy to curb substance abuse among young people.

The push for tougher restrictions has been prompted by a recent NACADA survey of over 15,000 university students, which found that 87% of them consumed alcohol, with cigarettes and shisha also widely used. The move targets what authorities describe as growing digital loopholes that allow minors easy access to alcohol.

NACADA is expected to lead implementation, although its enforcement powers will remain limited unless Parliament translates the policy into binding legislation.

While the regulator has framed the proposals as a necessary public health response to what it calls a youth substance-use crisis, similar regulatory campaigns in the past have faltered under political pressure and industry lobbying.

Western alcohol giants such as Diageo, Heineken, and AB InBev have aggressively targeted Kenya as a growth hub, capitalizing on its young population, expanding middle class, and weak regulatory enforcement. As sales stagnate in Western markets, these companies are embedding themselves in Kenya through local production, marketing, and digital distribution.

Diageo, via EABL, dominates with brands like Tusker, Senator Keg, and Johnnie Walker, catering to both low-income and premium consumers. Heineken, after parting ways with local partners, built its own distribution network and is pushing ciders and wines from its Distell acquisition, such as Savanna and 4th Street, through aggressive urban marketing.

AB InBev is betting on its global appeal, using brands like Budweiser and Corona to capture young urban drinkers through sports sponsorships and social media. All three firms, and their competitors, use digital ads, influencers, and alcohol delivery apps to sidestep traditional advertising restrictions.

Though the 2025 policy marks Kenya’s most comprehensive alcohol reform blueprint in decades, its impact will depend not on intentions but implementation. Without legislation to raise the legal drinking age or to restrict marketing and sales practices, NACADA’s proposals remain advisory.