Kenya imported more than 3 million litres of South African wine in 2025, as rising consumer demand for premium wine experiences pushed the East African market higher in both volume and value, according to Wines of South Africa (WoSA).
The figures were highlighted during WoSA’s 2026 East Africa tour held in Nairobi in May 2026.
The two-day activation brought together wine producers, importers, hospitality professionals, influencers, and consumers through tastings, masterclasses, trade sessions, and networking events to grow wine culture across the region.
Kenya’s South African wine imports increase
Data from South African Wine Industry Information & Systems (SAWIS) and WoSA export market statistics showed Kenya remained one of Africa’s largest destinations for South African wine exports by volume.
Packaged wine values also rose to about US$3.19 per litre, reflecting what industry players described as a growing preference for premium wine products among Kenyan consumers.
Across the African continent, South African wine exports recorded continued regional growth in demand and market value, reaching approximately 21.6 million litres in 2025.
Speaking during the Nairobi showcase, WoSA Africa Market Manager Matome Mbatha said the Kenyan market had evolved significantly over the years, moving beyond entry-level consumption toward more sophisticated wine appreciation.
“The beauty of South Africa is that there’s sunshine inside and that sunshine reflects in the diversity and quality of our wines,” Mbatha said.
He added that Kenyan consumers were increasingly researching wine, seeking educational experiences, and showing stronger interest in premium offerings rather than focusing solely on affordability.
The Nairobi program placed a heavy emphasis on wine education and immersive experiences, featuring guided tastings, Pinotage and Chenin Blanc masterclasses, and trade engagement sessions to connect East African hospitality stakeholders directly with South African producers.
Pinotage, widely regarded as South Africa’s signature grape variety, formed a central part of the campaign’s storytelling around African wine identity and regional cultural connection.
According to WoSA representatives, younger consumers in Kenya and the broader East African market are increasingly integrating wine into lifestyle, dining, and social experiences, contributing to the shift toward premiumization.
Sip & Savour Atelier Founder and WoSA East Africa Lead Sylvia Karanja said the region’s wine market was being reshaped by a more informed and adventurous consumer base.
“We are seeing a younger consumer becoming more open to wine experiences, wine pairing, and wine education,” Karanja said.
She noted that South African wines continued to resonate strongly in the Kenyan market because of their approachable profiles, fruit-forward character, and diversity, with more consumers gradually transitioning from entry-level wines to mid-tier and premium selections.
Industry stakeholders attending the Nairobi activation also pointed to changing purchasing behavior among Kenyan consumers, with wine buyers increasingly prioritizing product origin, storytelling, and experience.
WoSA bets big on Kenya’s premium wine shift
Galena Wine Importers Chief Executive Officer and The Wine Fair Kenya co-founder Judy Ngene said educational events and curated wine experiences were helping shape a stronger wine culture locally.
“Kenyans are becoming more curious and intentional about wine,” Ngene said.
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She added that more consumers now wanted to understand wine origins, food pairings, and brand stories before making purchasing decisions, a trend that has encouraged growth in premium wine categories.
WoSA said its East African activations are part of a broader long-term strategy to strengthen intra-African trade, hospitality partnerships, and wine education initiatives across the continent.
The organization has continued to invest in introductory wine training, sommelier development, and consumer engagement programs, positioning South African wine not only as a premium export product but also as an accessible African lifestyle experience.
The Nairobi showcase comes as Kenya’s hospitality and lifestyle sectors continue to expand, with restaurants, hotels, wine fairs, and social events increasingly incorporating curated wine experiences targeted at younger urban consumers and middle-income professionals.
