Kenya imports 3.1 million litres of South African wine as premium tastes grow - Report

Industry data now shows that Kenya imported more than 3.1 million litres of South African wine last year, with the average value of packaged wine rising to approximately US$3.19 (Ksh.413) per litre, reflecting a growing consumer preference for premium wine offerings.

The figures were unveiled by Wines of South Africa (WoSA) during its 2026 East Africa tour in Nairobi, a two-day showcase that brought together wine producers, importers, hospitality industry players and consumers through tastings, masterclasses and trade engagements aimed at deepening wine appreciation across the region.

According to data from the South African Wine Industry Information & Systems (SAWIS) and WoSA, South African wine exports across Africa reached approximately 21.6 million litres in 2025, highlighting growing regional demand for the product.

Speaking during the Nairobi event, WoSA Africa Market Manager Matome Mbatha said Kenya's wine market has evolved significantly, with consumers increasingly seeking quality and premium experiences.

"Kenyan consumers today are researching wine, understanding wine and actively seeking premium experiences. What we are seeing is growth in value, not just volume, and that tells us this market is becoming more sophisticated," said Mbatha.

WoSA noted that Kenya has emerged as one of Africa's most dynamic premium wine markets, driven by rising consumer knowledge, experimentation and interest in higher-end wine selections.

The organisation's 2026 campaign, dubbed ‘There's Sunshine Inside’, seeks to strengthen South Africa's presence in the East African market through consumer education and industry partnerships.

The Nairobi activation featured guided tastings and masterclasses focusing on Pinotage and Chenin Blanc, alongside networking sessions linking East African hospitality stakeholders with South African wine producers.

Pinotage, South Africa's signature grape variety, was highlighted as a key symbol of African wine identity and regional cultural connection.

Sip & Savour Atelier founder and WoSA East Africa lead Sylvia Karanja said younger consumers are increasingly embracing wine as part of everyday lifestyle and dining experiences.

"We are seeing a younger consumer becoming more open to wine experiences, wine pairing and wine education. More consumers are now moving from entry-level wines toward mid-tier and premium selections, and that shift is reshaping the wine conversation in East Africa," she said.

Meanwhile, Judy Ngene, Chief Executive Officer of Galena Wine Importers and co-founder of The Wine Fair Kenya, said purchasing decisions are increasingly being influenced by a wine's origin, story and overall experience rather than price alone.

WoSA said it will continue investing in wine education, sommelier development and consumer engagement initiatives as part of a broader strategy to strengthen intra-African trade and expand South African wine's footprint across the continent.