Wines of South Africa expands presence in Kenya as market shifts toward premium labels
WoSA targets Kenya’s growing demand for premium wines, supported by education initiatives and intra-African trade prospects.
KENYA – Wines of South Africa (WoSA) has announced the expansion of its market presence in Kenya, driven by growing demand for premium wines and increased trade opportunities within the continent.
The announcement follows a wine tasting showcase held in Nairobi this week, which featured varietal tasting pods, masterclasses, and wine-paired dinners.
According to WoSA Africa Market Manager Matome Mbatha, Kenya has evolved from a basic to a premium wine market over the last decade, prompting the organization to prioritize the country as a key growth territory.
“Kenya is not just part of our strategy—it is our strategic focus,” Mbatha said during the event.
Kenya’s wine market is projected to grow from KES 122 billion (US$950 million) in 2024 to over KES 193 billion (US$1.5 billion) by 2030, according to data from StrategyHelix.
The growth is expected to come from increased value rather than volume, with wine consumption remaining steady at approximately 8,000 metric tons annually since 2019.
To support consumer education and professional development, WoSA promoted its free online Level 1 and Level 2 wine certification courses during the event. Kenyan sommeliers have also participated in South African wine competitions with WoSA’s backing.
A diverse portfolio of South African wines—including Chenin Blanc, Chardonnay, Pinotage, and Cabernet Sauvignon—was showcased at the tasting, all distributed locally through Kenyan partners.
WoSA emphasized that its expansion into Kenya is part of a broader pan-African approach aligned with the African Continental Free Trade Area (AfCFTA), which aims to enhance the movement of goods across borders.
Mbatha stated that wine should be seen not only as an export product but also as a cultural and economic opportunity for the continent.
Sign up HERE to receive our email newsletters with the latest news and insights from Africa and around the world, and follow us on our WhatsApp channel for updates.
