Kenya is becoming one of Africa’s fastest-growing markets for premium wine as consumers increasingly trade up from entry-level bottles, prompting South African producers to deepen their presence in the region.
Wines of South Africa, the industry-backed export promotion body, returned to Nairobi this month with its 2026 East Africa showcase, betting on rising consumer sophistication and demand for higher-value wines to drive growth across the region.
The two-day activation, held May 15-16 under the campaign theme “There’s Sunshine Inside,” brought together producers, importers, hospitality executives and lifestyle influencers for tastings, masterclasses and trade engagements designed to strengthen South African wine’s foothold in East Africa.
Kenya imported more than 3.1 million litres of South African wine in 2025, according to figures from South African Wine Industry Information & Systems and WoSA. Average packaged wine values climbed to about $3.19 per litre, signaling stronger demand for premium offerings even as broader African exports reached 21.6 million litres.
“What we are seeing is growth in value, not just volume,” Matome Mbatha, Africa market manager at WoSA, said during the Nairobi showcase. “Kenyan consumers today are researching wine, understanding wine and actively seeking premium experiences.”
The shift reflects broader changes in urban consumption patterns as younger middle-class consumers embrace wine as part of dining, travel and lifestyle culture. Industry players say demand is increasingly being shaped by provenance, storytelling and curated experiences rather than price alone.
This year’s Nairobi program placed heavy emphasis on education, featuring Pinotage and Chenin Blanc masterclasses, guided tastings and networking sessions linking East African hospitality operators directly with South African wineries. Pinotage — South Africa’s signature grape variety — was positioned as a central element in the campaign’s effort to strengthen African wine identity.
Sylvia Karanja, founder of Sip & Savour Atelier and East Africa lead for WoSA, said consumers across Kenya and neighboring markets are becoming more experimental and informed in their choices.
“We are seeing a younger consumer becoming more open to wine experiences, wine pairing and wine education,” Karanja said. “More consumers are now moving from entry-level wines toward mid-tier and premium selections.”
Local importers also say the market is maturing as consumers seek deeper engagement with brands. Judy Ngene, chief executive officer of Galena Wine Importers and co-founder of The Wine Fair Kenya, said wine education events are helping expand interest in premium categories.
“Consumers today want to understand where the wine comes from, how it pairs with food and the story behind the brand,” Ngene said.
WoSA said its East African push forms part of a longer-term strategy focused on strengthening intra-African trade ties, hospitality partnerships and sommelier development, as South African producers seek to capture growing demand in emerging African consumer markets.
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