In a country where youth unemployment remains a major concern, the young population are embracing the growing, fun and rewarding trend of cocktail culture. Among them is Avenue KE, a team of enterprising youths who have decided to make a living out of something as spirited as social mixology.

For Ivan Henry, a bartender and also in charge of HR operations, mixology started with nothing more than curiosity and a screen. That question sparked the beginning of a journey that’s now turned into a vibrant event business.

“I saw an ad for mixology online, and I was very intrigued. There’s also this show called Drinks on Netflix, and it really interested me. So, I was like, is this something I can pursue career wise, and I just gave it a shot,” Ivan recalls.

Their idea was simple yet brilliant, one that sought to answer that very simple question; what if they could bring the bar experience to you?

Creating experiences

“Sometimes, you may not feel like going to a restaurant. You want to chill at home with your friends, have a good drink, maybe a mocktail, and be entertained. That’s where we come in,” Ivan adds.

According to him, they offer more than just mixing drinks, they create a whole vibe with services tailored for both indoor and outdoor events. The Avenue KE caters to everything from birthdays and graduations to music festivals and product launches.

“You need to be charismatic. Tell a joke here, a story there. It’s an experience, not just a drink,” Ivan says.

Wambia Steven, the managing director, explains that creative edge they bring especially with their event themed cocktails. “Say it’s a beach-themed party we’ll craft drinks that bring the ocean to your glass. It’s about consistency and that wow factor that keeps people talking,” he says.

One of their biggest and breakthrough moments came during the Crazy Kennar comedy show last December. Ivan says the event taught them a lot, with a large crowd, high demand and they had to manage customer satisfaction in a comedy setting.

“We learned to balance fun and function,” states Ivan, pointing out that their success lies in mastering the fundamentals.  “A good mixologist must be clean, organised, personable, and presentable. You can’t be serving drinks looking dishevelled or depressed.”

The Avenue KE wasn’t always this polished. They first started as a liquor delivery team. They gradually moved towards this big dream and have managed to build it, bottle by bottle.

“We started off as a liquor delivery team and the name ‘The Avenue KE’ came from the streets in town. In between the streets, you’ll find a lot of liquor, some counterfeit, some legit. That is when the idea of getting into that space came up,” Steven explains.

While their creativity flows freely, the challenges are very real. Phoebe Ojija, the operations lead, highlights some of the challenges they are facing, including tight capital, logistical nightmares, and a surprising adversary; counterfeit liquor.

“About 60 per cent of alcohol sold in the Kenyan market last year was counterfeit. It’s dangerous, and we only deal with legit products sourced directly from verified depots,” she says.

Brewing trust

Ivan concurs, revealing that they decided in terms of sourcing, to go directly to the depots EABL or maybe a specific brand in terms of the type of drink.

Another major issue that they have faced, like any other youthful group, was client trust. It was hard to convince some clients that despite being a group of young people they had the necessary skills and experience.

“Sometimes clients doubt our abilities at first. But once they see how we work from planning to execution they’re blown away,” Steven admits.

Steven believes youths are more of an advantage than a disadvantage, being energetic able to relate better with crowds, and more adaptable.

That trust has grown over the past year and a half. With only a small team of eight to ten people, they’ve managed to serve high-profile events and private house parties alike. For such a group of creatives, they rely heavily on social media, referrals and word of mouth.

“We charge differently depending on the event size and type of service required. It’s about customising the experience,” Phoebe explains.

As they look ahead, the team is focused on sustainability, creativity and making mixology mainstream in Kenya.

“Our advice to young entrepreneurs is to Start lean, but start good,” says Ivan, adding that one doesn’t need expensive gear or a massive team. Just discipline, creativity, and a solid work ethic.

Their story is not just about drinks. It’s about daring to dream, taking a niche and making it cool, and crafting experiences that bring people together.