Discover how Handas Jaba Juice turned khat into a bold beverage brand, reshaping celebrations with innovation, culture, and African spirit.
From Gin Dreams to Khat Innovation
In July 2024, Brian Kiriba returned to Kenya with a dream: to craft premium gin. But strict alcohol regulations blocked his path.
During this setback, Brian discovered khat, a traditional East African stimulant. Instead of quitting, he saw an opportunity. He decided to create a new kind of product—a beverage that captured khat’s energy without the bitter chewing experience.
The Birth of Handas Jaba Juice
Brian experimented in his old distillery, blending khat extract with hibiscus, fruit juice, and sugar. After several failed attempts (and a few broken blenders), he perfected the recipe.
Handas Jaba Juice offered a smooth, flavorful energy drink. It brought the stimulant’s benefits to a wider audience in a simple, convenient form.
Expanding Across East Africa
Handas quickly grew from Nairobi into other Kenyan towns and eventually Uganda. The drink became more than a product—it became a cultural phenomenon. Similar to what African Spirits Ltd, owned by billionaire Humprey Kariuki was before being placed under administration.
The Kenyan energy drinks market, valued at $320 million and growing over 12% annually, presented perfect timing for this innovation. Handas positioned itself as a unique player with strong regional potential.
Health, Regulation, and Responsibility
Khat remains legal in Kenya but is banned in some countries (DEA fact sheet). Handas takes a responsible approach.
The company emphasizes education and transparency, offering resources such as:
These efforts ensure consumers understand the product and enjoy it safely.
Innovation and the Future
By 2023, Handas evolved into a mission-driven brand. The company plans to launch new khat-based beverages that are healthier and more diverse.
Brian explains: “Our mission isn’t just to sell juice. We want to innovate African beverages and give people a healthier way to celebrate.”
A Toast to Africa
Handas Jaba Juice is more than a drink—it’s a story of resilience, creativity, and African spirit. Each sip reflects innovation, culture, and celebration.
Visit the Jaba Juice Store to experience the revolution, or learn more on our About Us page.
