34% of Kenyan drinkers now consume wine: Survey

More than 1,000 wine enthusiasts gathered at The Jockey Club along Ngong Road over the weekend for the seventh edition of The Wine Fair Kenya, as organisers pointed to growing consumer interest in wine and experience-led lifestyle events.

The event brought together more than 100 wine brands represented by 37 exhibitors, including Galina Wines, KWV, Wines of South Africa (WOSA), California Wines Institute, Millésimes Wines and The Wine Box, alongside hospitality players, distributors and importers.

According to organisers, the fair has evolved beyond wine tasting into a lifestyle platform that combines education, gastronomy, fashion and entertainment, reflecting changing leisure preferences among urban consumers.

Visitors sampled wines from around the world, attended guided tasting sessions and participated in masterclasses on grape varieties, production methods and food pairings.

The organisers cited the 2025 Kasi Insight Share of Wallet Tracker, which found that 34 per cent of Kenyan alcohol consumers now include wine in their regular drinking habits, despite wine accounting for an estimated two per cent of the country's alcoholic beverages market by volume.

President of the Sommeliers of Kenya Association (SOKA), Wanjiru Mureithi, said Kenyan consumers are becoming increasingly knowledgeable about wine.

"The Kenyan wine consumer is changing rapidly. Five or ten years ago, many consumers selected wine based primarily on price or familiarity. Today we're seeing people asking about varietals, regions, vintages and food pairings," she said.

Judy Ngene, co-founder of The Wine Fair Kenya and CEO of Galina Wine Importers, said consumers are increasingly seeking immersive experiences rather than simply purchasing products.

"Today's consumers aren't simply looking for a product; they're looking for meaningful experiences, authentic conversations and opportunities to learn," she said.

The Derby-inspired event featured fashion showcases, gourmet food vendors, artisan coffee brands and live music performances, with guests dressed in suits, fascinators and elegant dresses.

A fashion runway by Canada-based Mira by Trina and horse-drawn carriage rides formed part of the day's attractions.

Sylvia Karanja, East Africa Lead for Wines of South Africa, said such events provide international wine producers with an opportunity to engage directly with Kenyan consumers while tracking changing tastes in the market.

Organisers said the biannual event will return to Nairobi next August, with the Mombasa edition scheduled for December, as they seek to promote wine appreciation and responsible consumption across the country.