Victor Adada has been promoted to Senior Brand Manager – MSS at East African Breweries PLC (EABL), extending a career with the brewer that now spans more than eight years. He announced the move on LinkedIn this week, saying simply that he was starting a new position at the company.
According to his LinkedIn profile, Adada took up the role in September 2026 after serving as Brand Manager for Kenya Cane and Captain Morgan since July 2025. Both brands sit within EABL’s wider portfolio, which also includes Tusker, Guinness, Balozi and Senator across Kenya, Uganda and Tanzania.
Before that, he spent close to three years as Shopper Marketing Manager for Tusker Cider and Balozi Lager, from October 2022 to July 2025, following an earlier stint as Shopper Marketing Manager for Guinness starting in March 2021. His EABL career dates back to June 2018, when he joined as Reserve Accounts Manager after nearly two years at Diageo, where he managed a distributor account with a monthly turnover of roughly KES 2 billion.
His earlier EABL experience runs deeper still, including trade-focused roles between 2012 and 2015. He also holds an MBA in Business Administration from the University of Nairobi, completed between 2015 and 2020 while working full time.
The promotion lands as EABL’s ownership structure is mid-transition. Diageo agreed in December to sell its majority stake in EABL to Japan’s Asahi Group Holdings for roughly $2.3 billion, a deal expected to close later in 2026 pending regulatory approval. EABL has also had to defend its tax base at home, with its corporate relations director warning that proposed retail restrictions would only push more consumers toward illicit alcohol.
Brand leadership remains central to how EABL competes as ownership shifts and regulatory pressure builds across East Africa’s beer market, where new owners inherit brand portfolios built over decades. Adada’s move places him back in a senior brand role within the business where he has spent most of his career.
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