Breaking: Coca-Cola and KAM have sounded the alarm over Clause 36(a) of the Finance Bill 2026.

The clause proposes increasing excise duty on fruit and vegetable juices from KSh 14.14 per litre to KSh 20 per litre.

The result?

• 1L juices and sodas could rise by 7–10% • 500ml bottles could rise by about 10%

Now, many people won't shed tears for sugary drinks.

But here's what caught my attention:

Coca-Cola and KAM warn sales could fall by up to 20%.

So let me ask:

If higher taxes make products so expensive that people stop buying them, does the government actually raise more revenue, or does it end up collecting less?

At what point does taxation become self-defeating?

Because according to mbadi this was to collect more taxes.