Turning hibiscus into wine: Tanzanian winemaker bets on overlooked crop

She then reaches for another bottle—older and more treasured, and as she pours, the colour tells a different story.

This wine is gold-rose, richer, heavier, and well-aged. It is three years old, Ms Lyimo says.

With time, the wine matures in both taste and value. The longer it ferments, the more expensive it becomes. Even in colour, she explains, older wine can begin to resemble whisky.

This careful tasting and mastered description is the daily routine of Ms Lyimo, the proprietor of North East Wine Tanzania in Arusha.

The neglected crop

Her enterprise, which processes wine using hibiscus, was inspired by innovation, and a determination to add value to a crop she believes has been neglected for far too long.

“Hibiscus, not only in Tanzania and Kenya but across the entire East African region, is an abandoned crop. It is orphaned,” she tells the BDLife.

East African countries grow hibiscus for tea, juice, and ornamental purposes, with Kenya, Tanzania, and Uganda being key producers, alongside traditional strongholds such as Sudan, thanks to favourable climate and growing demand for healthy beverages.

The wine itself is not popular as such, but the crop is very popular, especially in the Western region parts of Kenya where it is largely grown.

Beyond its vibrant colour, hibiscus carries nutritional benefits many people overlook. It helps speed up digestion and increase appetite, making it both a healthy and functional ingredient.

Sniffing opportunity

Seeing this untapped potential, Ms Lyimo made a decision that would eventually transform her life and livelihood: turning hibiscus into wine.

The idea became reality in 2020, a year defined globally by uncertainty.

At the time, she was formally employed, but when the Covid-19 pandemic struck, businesses closed, and she lost her job.

“It was a very difficult moment. Life had to go on. I had a small cushion—savings I had carefully set aside. Instead of waiting for another job opportunity that might never come, I chose to invest in processing hibiscus,” she explains.

Starting capital

She now generates income through self-employment and works with farmers who supply her with hibiscus.

With Tsh2 million (about Sh104,000) as starting capital, Ms Lyimo bought raw materials and basic processing equipment. “Machines were my kitchen equipment, and the most sophisticated tool was my hands,” she says, explaining how technology became central to her work.

The learning process

In the early days, she did everything herself, from sourcing hibiscus and cleaning containers to fermenting, bottling, and searching for customers.

The learning process, Ms Lyimo says, was not easy. The risks were real, and her first major attempt nearly ended the dream before it truly began.

During her first trial, she lost 1,000 litres of processed hibiscus wine.

“Something went wrong during fermentation, and the entire batch went bad,” she recalls. At the time, a litre of wine would have sold for Tsh10,000. “The loss, estimated at Tsh10 million (around Sh520,000), was devastating.”

The experience was painful but informative. Instead of quitting, she reassessed her process and scaled down production, focusing on quality and control.

Her next batch was 200 litres, and it was successful. Encouraged, she continued producing smaller volumes while refining her skills and deepening her understanding of fermentation.

A year later, within three months, she could comfortably process about 250 litres of wine.

Production capacity

The growth has been remarkable.

Today, North East Wine Tanzania processes over 2,000 litres of hibiscus wine every three months.

What began as a one-woman operation has grown into a business that employs five people, contributing to local livelihoods.

Her product range has also expanded. Alongside hibiscus wine, she has introduced another liquor—East Maruwa Cream.

Diversification

Diversification, she says, has been key to sustaining the enterprise and attracting different customer segments.

A 750ml bottle of hibiscus wine sells for Sh2,000, equivalent to Tsh38,000.

She produces both red sweet and red dry varieties. The hibiscus wine has an alcohol content of about 10 percent.

Ms Lyimo was a participant at the East African Youth in Agri-Food Systems Expo 2025 (EAYASE-25), held in Nairobi last December.

She says the event, part of a growing regional and continental momentum to place young people at the centre of food systems transformation, demonstrated Kenya’s strong market potential.

“The sales were remarkable. Kenya, and especially Nairobi, is a very promising market,” she tells the BDLife.

Wine-making process

The wine-making process itself, she says, is simple but requires precision and patience. The recipe uses just four ingredients: hibiscus, water, yeast, and sugar.

Because the hibiscus is organically grown, she says she does not include preservatives.

First, dried hibiscus is mixed with water to extract colour and flavour. The mixture is then sieved, more water added, and yeast introduced to initiate fermentation. The liquid is transferred into containers and vacuum-sealed to prevent air from entering.

“Air is the enemy of fermentation. Proper sealing ensures consistency and quality,” she explains.

Although some wines mature within three months, Ms Lyimo allows hers more time—between six months and one year, before sale.

To maintain a steady supply, she ensures a three-month production cycle.

As the wine ages, it transforms. A one-year-old wine appears red rose in colour and tastes fresh and vibrant. By three years, it turns gold rose, with deeper flavour and a smoother texture.

Older wines can take on darker tones, sometimes resembling whisky. “Even in the mouth, you feel the difference. The sourness changes as it matures.”

Demand has become one of her greatest motivators. She receives daily orders. While most sales are local, her wine has begun crossing borders, with orders now coming from Kenya, South Sudan, and Uganda.

Future plans

She is looking forward to exporting her wine and has plans to establish stores in Kenya, Tanzania, and Somalia, creating jobs for those who will run them.

According to George Mathenge, a Food Science technologist and nutritionist at Jomo Kenyatta University of Agriculture and Technology (JKUAT), the popularity of hibiscus by-products has largely been in juice and tea.

“It is a very nutritional crop and a powerful remedy for high blood pressure. That is why the patients are advised to add hibiscus in tea or hot water and drink. It is an energy booster,” Mr Mathenge says.

He adds that through wine processing, hibiscus can fetch a lucrative market for processors and traders.

“If churches could embrace it (for Holy Communion), it would not only be popular in the country but across the East African region and the entire continent,” he observed.

Nutritional benefits

Other nutritional benefits include fighting inflammation, supporting heart and liver health, good cholesterol management, managing blood sugar, aiding digestion, and potentially assisting weight loss, although nutrient levels vary by plant parts.

Top countries and regions for hibiscus wine and drinks outside Africa include Mexico, Central America, Jamaica, Thailand, and South East Asia. In Africa, it is popular in Uganda, Tanzania, Egypt, Sudan, Senegal, Nigeria, Ghana, and Gambia.

Its popularity is driven by its tart, cranberry-like flavour, versatility, cultural traditions, vibrant colour, and reputed health benefits.

Ms Lyimo works with farmers in Dodoma and Morogoro, contracting two who grow hibiscus organically. Every three months, each farmer supplies about 1,000 kilos. She pays around Tsh8,000 per kilo, though prices can rise to Tsh12,000 depending on market conditions.

Despite her success, challenges persist. She says obtaining export licences remains a challenge, especially for small-scale processors.

Also, packaging materials, especially bottles and labels, are not readily available locally. As a result, she sources bottles from Nairobi, adding to costs and logistical complexity. This additional burden often forces her to transfer costs to consumers.

Networking, she emphasises, has been a key lesson in growing the business. Research, particularly in marketing, has also become essential, especially after her early losses.

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