Valentine’s Day is here, and for the wine industry, this is a peak moment. The Kenyan premium wine industry has witnessed steady growth over the last decade, driven by increasing consumer knowledge. This awareness stems from a growing middle class with global exposure, seeking quality products while also being health-conscious.
With the season in full swing, we sat down with Victoria Mulu-Munywoki—Wine Consultant, Judge, and Captain of Team Wine Kenya, as well as Kenyan partner of Gambero Rosso International—to explore the dynamics of the wine industry and gain her expert recommendations on the best wine and meal pairings.
The Rise of Kenya’s Premium Wine Market
“The demand for wine in Kenya is growing steadily, with international premium brands increasingly penetrating the market. Italian wines, in particular, are carving out a place in luxury dining, competing with French and South African wines,” says Victoria.
According to Gambero Rosso International, in the first ten months of 2024, imports of Italian wines into Kenya rose by approximately 12%, making Italy the third-largest supplier after South Africa and France.
The increasing number of Italian restaurants in Nairobi has contributed to the rising popularity of Italian wines. Establishments such as Mediterraneo Ristorante, La Terrazza Italian Restaurant, and Lucca have played a key role in promoting Italian wine culture.
In 2023, Kenya imported beverages, spirits, and vinegar from Italy worth approximately US$3.35 million.
“Italy has emerged as a strong player in Kenya’s wine imports, capitalizing on the country’s appetite for luxury. Italian wines—particularly Prosecco, Chianti, and Pinot Grigio—are gaining prominence,” Victoria notes.
This growth has also been fueled by trade events that bring these wines directly into the country. “During these events, masterclasses are held, and awareness is raised about premium wine qualities. Kenyans prefer ‘well-made’ wines with heritage and pedigree. Premium wines are perceived as better quality and more sophisticated,” she explains.
Challenges in the Wine Industry
Despite its growth, the wine industry faces several challenges, particularly in taxation and regulatory hurdles for importers. Applauding their role, Victoria says, “They are brave enough to bring in these products, which require significant investment. They pay high taxes and take on the risk of holding such stock.”
Despite these barriers, she notes that businesses are adapting through compliance and strategic planning, ensuring they remain competitive in a growing market.
Supply chain disruptions present another challenge, driven by both local and global factors. International events, such as the war in Ukraine, have impacted shipping routes, increasing costs and causing delays. Victoria emphasizes the importance of preparation, stating, “The wine business is about planning—putting structures in place to manage supply and demand… failure to plan is—well, you know the saying.”
Kenya’s limited local production further intensifies reliance on imports, with Leleshwa Winery remaining the only significant producer.
Suggestions for this Valentine’s Day
“Valentine’s Day is an important day for wine consumers. Restaurants and retailers are capitalizing on this by featuring wine in promotions and hotels & restaurants offer free welcome drinks, bottle discounts, and pairing events.
“Rosé sales peak in February due to its romantic appeal. Bubbles (Prosecco, Champagne, Cap Classique) are associated with celebration & love.”
Wine cocktails, like mimosas are gaining popularity, drawing in cocktail lovers. Zero-alcohol wine is gaining traction among teetotalers who are driven by health and & religious preferences, the segment is growing steadily.
Victoria advises that restaurants should take advantage of the opportunity in “Wine by the Glass”, and offer more diverse single-glass options to encourage experimentation.
If you’re planning the perfect wine experience this Valentine’s, here are expert recommendations from Victoria;
Prosecco → A fun bubbly option for celebrations
Chenin Blanc → Pairs well with grilled chicken, creamy pasta, and soft cheeses
Sauvignon Blanc → Great with seafood, sushi, and fresh salads.
Rosé → Ideal for light snacks, charcuterie platters, and white meat.
Cabernet Sauvignon → Best with grilled steak, nyama choma, and aged cheeses.
“Valentine is all about slow dining and enjoying the moment. At the end of the day, make sure to make a budget-friendly choice that won’t stress you,” she advises.
Victoria believes that with continued education, regulatory adaptation, and strategic partnerships, Kenya will cement its place as a key wine market in Africa.
“The industry is bright, promising, exciting, and yes, it’s big. Now that they’ve started making noise and illuminating their products, they will find a spot.”
