In Kenya, a centuries-old stimulant is getting a modern twist as entrepreneurs turn khat, or miraa, into trendy energy drinks. Leading the wave is Brian Kiriba, whose Handas Jaba Juice transformed the bitter leaf once chewed in roadside gatherings into a fashionable beverage now served in Nairobi clubs and Swahili coast parties. The booming jaba market is attracting middle-class Kenyans and curious foreigners, with premium blends of the drink retailing for more than twice Kenya’s daily minimum wage. Despite its growing popularity, the drink exists in a legal gray zone, as khat is legal but its active amphetamine compounds are classified as narcotics. Still, rising demand suggests jaba is poised to become Kenya’s homegrown rival to Red Bull.
Bloomberg
