Italian Businesses Want A Slice Of Kenya's $14 Billion Wine Market.

Posted on : Friday , 29th March 2024

Industry stakeholders in Kenya claim that new trends are being driven by the country's expanding, well-informed wine market.


Over the past few years, Kenya's wine culture has grown rapidly, drawing in a constant stream of inquisitive and discriminating wine enthusiasts.


Italian wineries have recently expressed interest in the area, hoping to popularise and develop the Italian wine and cuisine culture in East Africa, while South African and French brands currently hold a major market share in the local and regional markets.


According to Victoria Munywoki, a sommelier and wine expert, the expansion of the middle class and their rising love of wine have been the main drivers of Kenya's wine industry's recent growth.


36 Italian producers have entered the Kenyan market, according to announcements made by the Italian Embassy in Kenya, the Italian Trade Commission and Gambero Rosso, a company that promotes Italian cuisine and wine.


To the local importers, restaurateurs and wine traders, they will present more than 150 types of wine.


"It’s a great opportunity for the trade community and such importers and wholesalers to have 36 producers come to Kenya for an excellent wine showcase, especially considering that only a few Italian wines are popularly known and understood locally," Munywoki stated.


Kenyans have valued wine more than we might think. The variety of wines has grown over the years, as have the stockists and consumers, with South Africans and French dominating the market in recent years.


According to the most recent data available, Kenya sold an anticipated 30 million litres of wine in 2020. This suggests that there is a huge possibility for Italian wines to grow in the region.


Platform for market insights According to Statista, Kenya's wine industry will bring in US$86.7 million in sales by 2024. By 2028, the volume is anticipated to reach 10.4 million litres.


According to Munywoki, Kenyans are becoming more and more picky about their wine, preferring better-rated and higher-quality options over the standard wines that have traditionally been offered in most restaurants.


Kenyans have traditionally preferred sweeter, fruitier wines. However, there has been a shift towards drier wine varieties. “People are choosing to drink by the grape and we're seeing a trend towards single types,” Munywoki added.


"We are seeing a lot of acceptance on Italian wines, particularly the red wines which are consumed more than the white wine in Kenya," Munywoki continued. "Italian Rose" is receiving a lot of attention, especially among men.


Better business conditions for wine importers, producers and dealers would result in faster market growth for all parties involved, with benefits eventually flowing to the consumer.

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