In Kenya's ever-evolving landscape of social norms, a notable shift has emerged, challenging the traditional perceptions surrounding alcohol consumption. For years, the stereotype has painted men as the primary indulgers, dominating the narrative on drinking habits.

However, a closer look at recent studies and observations reveals a fascinating reversal of this stereotype. In surprising contrast to historical expectations, Kenyan women, in certain regions, are now outpacing their male counterparts in alcohol consumption.

The 2022 Kenya Demographic Health Survey intriguingly identified Turkana as a region where women lead the charge, with a remarkable 15 percent engaging in alcohol consumption, surpassing figures in Kiambu and Murang’a counties, both standing at 11 percent.

This cultural transformation challenges preconceived notions, inviting us to explore this evolving social norm. The demographic survey also revealed that seven percent of women consume alcohol almost every day. However, the report indicates that men drink more frequently than women, with 13 percent of them using the beverage every day or almost every day.

The narrative takes a different turn in urban settings, where women are more exposed and in better positions to witness the changes and global transformations firsthand. Access to alcohol is more widespread and somewhat complements the allure of an urban lifestyle.

‘Chaser ni kupumua’

"Sasa, nowadays we have ladies ambao wanaangusha mzinga na anakuangalia ivi..., anateremsha na kupumua, chaser ni kupumua..., na ni Gilbeys!" Kingangi's words Classic 105 morning show recently caught my attention during my usual morning commute to work. These morning conversations by Maina and Kingangi have been a sensation over time, never ceasing to amaze, and that day's topic seemed to be juicy.

Increasingly, cocktail bars, ladies' nights out, and drinks with feminine colors are thriving and emerging. Wines, too, play a significant role, with some opting for exquisite options to stimulate their taste buds.

Over the years, Kenyan society has undergone significant changes in social norms and attitudes, especially towards women and alcohol. Traditional gender roles that once barred women from alcohol consumption are gradually being left behind.

As Kenya becomes more modernized, these new norms are now more lenient and accommodating to women. They actively seek to participate in different social activities that were once thought of as "men-only" things, including drinking alcohol.

Additionally, due to positive and increasing economic empowerment, women have been gaining financial independence and enjoying successful careers, placing them in positions where they are better exposed across diverse sectors of life, including alcohol consumption as a means of socializing or celebrating professional achievements with friends or colleagues.

The increased disposable income earned by women also somewhat contributes to more frequent alcohol consumption, as the resources are at their disposal.

Another direct influencer in alcohol consumption among women has been the advertising industry and media in general. They have significantly shaped attitudes and perceptions around alcohol consumption.

Alcohol ads

Recently, we have all witnessed an upsurge in alcohol advertisements, with some specifically targeting women, such as pink-themed drinks Gordon's Pink Dry Gin or the mixed berry Gilbey's Gin.

Social media collaboration posts from influential women in partnership with alcohol manufacturers have become a common sight on our socials. Celebrities create skits featuring different brands ranging from Gordon's and Tusker Cider to Smirnoff, etc.

"Gin O'clock" and "Wine O'clock" are familiar terms we come across on our social media platforms, especially on Fridays and Thursdays, with many of them being associated mostly with women.

These phrases mark an appropriate time for anyone who feels like it's time to grab a glass of their favorite alcoholic drink and savor it.

Also notably, the Kenyan social scenes, including clubs and bars, have traditionally been male-dominated spaces. However, with the changing times, women are now more comfortable frequenting these establishments and drinking alongside men.

Social pressures to fit in within diverse social circles have also been a contributing factor, as women may feel compelled to match the drinking habits of their male counterparts to fit in or avoid being judged or seen as different.

Aside from that, more contributors to increased drinking among women include the pressures of modern-day life, including career demands, family responsibilities, and societal expectations, which can lead to increased stress levels among women.

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Coping mechanism

Alcohol is often used as a coping mechanism to escape or numb these stressors. Unfortunately, this can lead to an unhealthy relationship with alcohol over time.

However, excessive alcohol consumption is detrimental to both physical and mental health, regardless of gender. It may lead to severe addiction and alcoholism. It has been crucial to identify why and address these emerging trends and their potential consequences.

We have witnessed the government making efforts to combat the production of illicit brews through crackdowns in several neighborhoods, resulting in numerous arrests.

Notably, there have been instances where individuals have lost their eyesight due to the consumption of illicit brews such as kumi kumi, drinks that do not meet safety standards. The western and central regions of the country have proven to be hotspots for the illicit brew trade, consistently drawing the government's crackdown on drinking dens.

Health organizations, government bodies, and civil society should collaborate to promote awareness campaigns on responsible drinking. These initiatives can educate the public about the dangers of excessive alcohol consumption and provide access to resources for those struggling with alcohol-related issues.

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