Whisky lovers, casual sippers and to die-hard fans, listen up. Scotland’s world-famous whisky industry is staggering. Taxes are rising, tariffs hurting exports, and big distilleries that once made huge profits are now tightening their belts. Over 1,000 jobs gone and big projects are on hold. For the first time in decades, Scotland’s global grip on whisky is slipping. And that, dear Kenya, might just be our chance.
Five Big Sips in This Story
1. Taxes – The Bitter Start
The UK raised taxes on spirits by 14% in just two years. Instead of helping the economy, it’s hurting the industry. 40000 jobs are now at risk. Distilleries are cutting staff and freezing expansion. The Scotch Whisky Association calls it “a bad environment for growth.” (The Times)
2. Tariffs – Pain in a Bottle
America hit Scotch with a 25% tariff on single malts during a trade war. It cost the industry £500 million in lost sales. Karen Betts, then-CEO of the Scotch Whisky Association, called it “unsustainable.” (The Guardian)
3. COVID & Exports – Sales Stopped Cold
COVID crushed exports. In 2020, whisky sales abroad dropped 23% to £3.8 billion, the lowest in a decade. The U.S. market alone dropped 32%, wiping out £340 million in sales. Some markets are still recovering, but slowly. (BBC)
4. India – A New Hope
The UK‑India trade deal cut Scotch tariffs from 150% to 75%, and plans to lower them to 40% in ten years. Experts think this could bring in another £1 billion in sales in just five years. If tastes, prices, and delivery work out, India could become Scotch’s new lifeline. (Financial Times)
5. Kenya – Time to Dream Big
With Scotch stumbling, Kenyan distillers should step into the premium lane, make quality, proudly Kenyan whisky for both home and export. Picture a Nairobi-made bottle sitting in a European bar. Already, brands like Procera Gin, Kenyan Originals, and London Distillers Kenya are showing that African spirits can win awards and markets abroad (Business Daily).
As Keroche’s Commercial Director Gladys Kibui put it, “With fair taxes and a little government support, nothing stops Kenya from telling its own whisky story to the world.” The craft beer boom across Africa proves drinkers everywhere are thirsty for new stories. And whisky could be Kenya’s next big pour.
Kenya’s Big Whisky Question
Kenya already has the grains, the know-how, and a growing appetite for premium spirits. With Scotland under pressure and India moving fast, the global whisky market is looking for new stories and a new taste. This could be our window, a chance to craft a signature whisky that carries our name far beyond our borders, turning local ambition into global recognition.
Bottom line: The world whisky game is changing. While others panic, Kenya should grab the rare chance. If our distillers aim high, work smart, and focus on quality, one day whisky lovers might sip their favorite drink and find out it was born right here at home.
