When Josephine Katambo speaks about whisky, she doesn’t start with the usual talk of age statements, smoky notes, or oak casks. Instead, she starts with the senses.
‘Close your eyes, hold the glass, smell the aroma, and feel the texture. Let your senses lead you,’ she says.
‘We start with sight, admiring the rich amber colour. Then the aroma – fruit, vanilla, or oak. Taste comes next, often paired with food, chocolate, tropical fruits, even Kenyan dishes. Finally, we reflect on how the flavours evolve. It’s not about rules. It’s about making whisky your own.’
It’s an approach that has guided her journey as the marketing manager for Scotch and Reserve brands at East African Breweries Limited (EABL), where she leads efforts to make whisky appreciation both aspirational and approachable.
Blending experience and insight
Josephine’s path to the world of premium spirits has been anything but linear. She began her career in 2013 with a distributor handling baby and feminine care products in Nairobi, later moving to regional roles in infant nutrition and hair care. Each step, she says, taught her something new about consumer behaviour.
‘In baby care, it was about trust. In nutrition, it was about heritage and responsibility. In hair, it was about identity and expression. Those lessons are exactly what I bring to whisky today,’ she says.
When she joined EABL as a senior brand manager, she became part of a team exploring how to expand the Scotch whisky category in Kenya. ‘It was serendipity,’ she recalls. ‘We were doing a sprint to understand how big the category could get, and I ended up helping to define what that future might look like.’
Her philosophy has remained consistent across industries – that brands must become part of people’s lives. ‘Consumers today want authenticity,’ she says. ‘They’re not just buying a drink; they’re buying an experience that reflects who they are.’
An evolving market
Kenya’s whisky market has long been dominated by blends, but single malts are now finding a growing audience. Josephine attributes the shift to rising disposable incomes, global exposure, and a new generation eager to express identity through their choices.
‘Modern consumers are intentional,’ she explains. ‘They’re curious about what they drink; where it came from, how it was made, and what makes it special.’
At EABL, Josephine says this has translated into more interactive experiences such as tasting sessions and guided pairings that demystify whisky. These gatherings, held in Nairobi, Mombasa, and Kisumu, Kenya’s biggest cities, encourage participants to explore flavours in a relaxed setting.
‘When food looks good, tastes good, and is fresh, most children are happy to try anything,’ she says, smiling, ‘and it’s similar for adults. When you make whisky approachable, people are willing to explore.’
She describes one of the brands in her portfolio, Singleton, as having a smooth, fruit-forward style that appeals to first-time single malt drinkers.
‘It’s a good entry point for people discovering the category,’ she notes, careful to frame it within a wider movement of what she calls ‘premium palate exploration’, a growing culture of consumers learning to appreciate craftsmanship and complexity.
Josephine wouldn’t be a true whisky lover if she didn’t experience it. If you ask how she enjoys her whisky, she smiles.
‘I like it neat, to appreciate the flavours in their purest form. But I also enjoy it with a splash of water, which opens up the aromas. And sometimes, depending on the setting, I pair it with food.’
A taste for authentic experiences
Josephine’s work reflects broader cultural changes in Kenya, where consumption is increasingly about expression rather than routine.
‘We’re moving from buying things out of habit to choosing experiences that define us,’ she says. ‘Whether it’s fashion, food, or travel, people are curating their lives. Whisky is part of that evolution.’
This trend, she adds, is reshaping how brands approach storytelling and hospitality. ‘As consumers develop refined tastes, they expect better service, better environments, and better stories behind every sip. It raises the bar for everyone in the industry.’
In November, EABL will unveil a series of limited-edition single malt releases, part of a broader effort to celebrate craftsmanship and rarity in Kenya’s spirits scene.
Josephine says the move reflects a growing appetite for premium products. ‘It shows that Kenyan consumers appreciate exclusivity and are ready for new experiences,’ she says.
Her vision for the future goes beyond bottles and branding. She imagines collaborations with chefs, mixologists, and artists – immersive evenings where food, music, and whisky intersect.
‘Dining and whisky should complement each other,’ she says. ‘It’s not just about drinking; it’s about celebrating creativity and culture.’
Breaking stereotypes
As a Kenyan woman leading the narrative around premium whisky, Josephine is aware of the cultural expectations that come with her role.
‘When I stand in front of a room leading a tasting, I know it shifts perceptions,’ she says. ‘It tells people that whisky isn’t limited by age, gender, or background. It belongs to anyone who values taste and experience.’
Her approach is simple but transformative; to help Kenyans see whisky not as an elite ritual, but as a personal journey of flavour, discovery, and confidence.
‘There’s no single right way to enjoy it,’ she concludes. ‘Whisky should adapt to you, not the other way around.’