Everything You Need to Know About Diageo’s Sale of its 65% Stake in EABL to Japan’s Asahi Group Diageo is handing over the keys to East Africa’s brewing heavyweight. By selling its entire 65% stake in EABL to Japan’s Asahi, a century-long chapter closes and a new strategic owner arrives, without a mandatory takeover offer. If approvals land in 2026, the real story becomes execution: growth, governance, and continuity.

East African Breweries Limited (EABL), one of East Africa’s most influential consumer goods companies, is entering a new era. This comes after its majority shareholder, Diageo, agreed to sell its entire 65% stake to Japan’s Asahi Group Holdings. The transaction was disclosed through a statutory public announcement and an accompanying EABL press release. It is among the region’s most significant cross-border investments in the beverages sector. This deal will see a major Japanese brewer take control of a leading African alcohol business. Who is buying and who is selling The seller is Diageo, the global beverages group behind brands such…