East African Breweries PLC (EABL), a leading consumer goods business in East Africa, is looking to enhance Route-to-Market (RTM) execution, optimize sales structures, and drive data-led commercial execution across the region. To achieve complete market visibility, EABL invites Expressions of Interest (EOI) from qualified, data-driven research agencies, technology providers, and consulting firms capable of conducting a comprehensive Regional Trade Census. This census will enable our commercial, trade marketing, and route-to-market teams to accurately locate, categorize, and evaluate the entire retail landscape to drive precision in market share tracking and product distribution.

Purpose of the Trade Census

The East Africa Trade Census aims to build an exhaustive, geocoded registry of all traditional and modern trade outlets, on-premise channels (bars, lounges, clubs), and off-premise channels (liquor stores, wholesalers, supermarkets). This foundational data hub will eliminate blind spots in distribution, optimize sales representative routes, and provide real-time visibility into product availability and execution at the retail touchpoint.

Scope of the Trade Census

Interested partners must demonstrate capability to execute one or more of the following core scopes across Kenya, Uganda and Tanzania:

• Full Retail Universe Mapping: Comprehensive door-to-door enumeration, GPS geocoding, and photographic capturing of all relevant alcohol and beverage retail points.
• Outlet Characterization & Segmentation: Classification of outlets by channel type, size tier, estimated volume throughput, and socioeconomic tiering.
• Commercial Execution Audit: Capturing baseline visibility metrics, including cooler presence, primary brand visibility, and structural compliance.

Eligibility Requirements

1. Regional Footprint & Scale: Suppliers must provide valid company registration, tax compliance certificates, and operations licenses for the respective East African countries, demonstrating the logistics and fieldwork capacity to scale across urban, peri-urban, and rural terrains.
2. Corporate Profile & Experience: Industry experience in large-scale FMCG census operations, trade mapping, or retail audits must be demonstrated through a detailed profile including ownership, key personnel, and references from major consumer goods enterprises.
3. Technical & Operational Capability: Suppliers must detail their fieldwork methodologies (e.g., tech-enabled crowd-sourcing, dedicated field agents), data validation/quality control processes (e.g., AI-driven image validation, backend data cleaning), and data security protocols.
4. Technology Stack & Innovation: Highlighting capabilities in automated routing, offline-capable mobile data collection applications, and predictive analytics will be highly advantageous.

Application Process:

Interested partners should submit their comprehensive proposals and credential decks electronically. Please title your submission “Expression of Interest for East Africa Trade Census” and send it to kenyabreweries@eabl.com by 5:00 pm on the 28th of Aug 2026.

Important Legal Considerations:

1. Contractual Relationship: Submission of an EOI and subsequent shortlisting does not constitute a contractual commitment, financial obligation, or a guarantee of commercial engagement by EABL.
2. Right to Accept or Reject: EABL reserves the right to accept or reject any expression of interest, or cancel the entire process without assigning any reasons or incurring any liability.