(3 Minutes Read)
Kenyans with disposable income are no longer content with discount bottles. They are becoming connoisseurs. They’re asking for Chenin Blanc by name, experimenting with Cap Classique, and signing up for wine certification courses after office hours.
This week, the Wines of South Africa (WoSA) organized a tasting event in Nairobi, the capital city of Kenya, to seduce the curious palates of the middle class.
The Nairobi wine tasting this week had all the hallmarks of a diplomatic mission disguised as a lifestyle event. It was an effort to woo customers to wine drinking, which is considered a civilized habit of the genteel. In this connection, masterclasses were held, and varietal pods were sampled and tasted.
Kenya has become a model markets : the wine market is expected to balloon past USD 1.5 billion by 2030. Kenyans with disposable income are no longer content with discount bottles. They are becoming connoisseurs. They’re asking for Chenin Blanc by name, experimenting with Cap Classique, and signing up for wine certification courses after office hours.
Wine sales are growing: not because more people are drinking, but because the same people are drinking smarter, pricier, and with Instagram-ready panache. The consumption has remained steady at 8,000 metric tons annually since 2019.
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South African wines like Nederburg and Four Cousins have long held a quiet but fairly known place on Kenyan shelves, but marked their presence in weddings, anniversaries, and the occasional dinner parties. Kenyans have a loyal attachment to local beer brands and South African brews like Castle Lager have failed to dethrone EABL’s froth. Therefore, the country has sniffed out a quieter frontier: wine culture.
