Valentine it is, and for the wine industry, this is it. 

The Kenyan premium wine industry has witnessed steady growth in the last decade, what with the increasing wine knowledge among consumers, which ripples from a growing middle class with global exposure, product quality, and health consciousness.

With the season around the corner, we decided to have a conversation with Victoria Mulu-Munywoki, Wine Consultant, Judge and Captain of Team Wine Kenya, and co-organiser of The Gambero Rosso Top Italian Wine Roadshow to understand the dynamics of the wine industry and pick her wealth of experience on recommendations for the best wine and meal pairings.

The Rise of Kenya’s Premium Wine Market “The demand for wine is increasingly growing in Kenya and international premium brands are increasingly penetrating the market. 

Italian wines are carving a place in luxury dining, competing with French and South African wines,” she says.

According to Gambero Rosso International, In the first ten months of 2024, imports of Italian wines into Kenya increased by approximately 12 per cent, 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 been instrumental 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, capitalising on the country’s luxury market appetite. Italian wines, particularly Prosecco, Chianti, and Pinot Grigio, are gaining prominence,” says Victoria.

This has further been driven by the number of trading events that have brought the wines directly into the country. 

“During these events, classes are held and sensitisation is done on premium wine qualities. Kenyans prefer “well-made” wines with a heritage and pedigree. Premium wines are perceived as healthier and more sophisticated.”

Challenges in the Wine Industry The wine industry faces several challenges. For instance, importers face significant taxation and regulatory hurdles. 

Applauding the crucial role of importers, Victoria says, “They are brave enough to bring in these products that cost a lot of money, of course, and they pay the tax for it, and they take a risk withholding such stock.”

Despite these barriers, Victoria notes that businesses are adapting through compliance and strategic planning, ensuring they remain competitive in a growing market.

Supply chain disruptions present another pressing challenge, influenced by both local and global factors. 

International events, such as the war in Ukraine, have impacted shipping routes, driving up costs and causing delays. 

Victoria emphasises the importance of preparation, stating, “The wine business is about planning, putting in place structures to make sure you can plan for supply and demand... failure to plan is—well, you know the saying.” 

Kenya’s limited local production further intensifies reliance on imports with Lelechwa Winery being the only significant producer.

Suggestions for this Valentine's? “Valentine is it for wine sellers! Restaurants and retailers are capitalising 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 are gaining popularity. Mimosas (bubbles + orange juice) are drawing in non-wine drinkers, driven by health & 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;

▪ Cabernet Sauvignon: Best with grilled steak, nyama choma, and aged cheeses.

▪ Chardonnay: Pairs well with grilled chicken, creamy pasta, and soft cheeses.

▪ Sauvignon Blanc: Great with seafood, sushi, and fresh salads.

▪ Rosé: Ideal for light snacks, fruit platters, and white meat.

▪ Prosecco: A fun, bubbly option for brunches, desserts, and celebrations.

“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.”