Italian wine makes inroads as South Africa and France hold Kenyan market

This growing interest was evident at a recent Italian wine roadshow in Nairobi, organised by Gambero Rosso, which brought together 160 wines from 44 producers across 11 famed wine-growing regions.

The showcase brought a wide range of importers, distributors and wine professionals who were keen to explore opportunities in what many now regard as an essential African market for wine culture and commerce.

What’s behind the Italian rise?

Speaking at the event, Italian Ambassador to Kenya, Vincenzo Del Monaco described wine as a powerful connector between cultures and economies, which extends its relevance beyond the bottle.

“Wine is a gateway to deeper engagement and a medium for intercultural exchanges and strengthening bonds. It embodies culture, territory and national identity.

"This showcase highlights the quality and diversity of Italian wines while reinforcing the strong economic and diplomatic ties between Italy and Kenya, a priority partner for Italy across business, science, culture and investment,” he said.

Italy’s interest in Kenya sits within a broader trade relationship, with the country exporting about €400 million worth of goods to Kenya annually.

The ambassador adds that this has helped niche sectors such as wine to gain traction through diplomacy, cultural exchange and targeted trade promotion.

Kenya’s wine imports are still reigned by traditional suppliers, even though Italian producers are expanding their footprint.

According to international trade data for 2023, Kenya imported wine valued at about $22.5 million globally, with South Africa accounting for 48 percent of that value. France followed with a 17 percent share, while Italy ranked third at 11 percent, ahead of other suppliers like Spain, Argentina and Chile.

The numbers point to South Africa’s continued dominance that has often been backed by their long-established distribution networks, competitive pricing and strong presence in retail and hospitality.

The numbers also reveal a market transition where Italy’s rising share shows a consumer base that is becoming more informed, more travelled and more willing to explore wines beyond the familiar origins.

Victoria Munywoki, a wine consultant said the expansion of the roadshow reflects the changes in consumer behaviour and demand.

“This event has grown alongside Kenya’s wine scene, with recorded growth of 33 percent in 2024 and 44 percent in 2025 of Italian wine imports, driven primarily by a more informed and curious consumer base shaped by travel and cultural exposure,” she said.

She added that Kenyan consumers are seeking wines that reflect their lifestyle choices rather than status, a trend that favours Italian styles known for their balance, food compatibility and regional identity.

This growing consumer curiosity is also supported by the growth of premium restaurants and social venues in Nairobi and other urban centres.

Several Italian restaurants and wine bars like Mediterraneo Ristorante, La Terrazza and Lucca have become ambassadors for Italian wine, by familiarising diners with regional styles such as Prosecco, Chianti and Pinot Grigio.

According to VinPodium co-founder Mark Artivor, Kenya is now evolving beyond an entry-level wine market into a regional influencer with growing relevance for East and Central Africa.

“We are seeing a steady expansion of Italian wine varieties beyond restaurants and lounges and into the retail and grocery spaces, blending the huge Italian wine heritage with local cuisine and Kenyan consumption patterns,” he said.

That expansion into retail has placed Italian wines in more direct competition with South African producers, whose dominance has been on the volume-driven categories that appeal to mass markets.

South African wines continue to benefit from proximity, pricing and rooted distributor relationships, allowing them to maintain leadership even as the premium consumption grows.

Consequently, France, holds in the higher-end segments. Although their overall market share is smaller than South Africa’s, French wines command prestige, particularly in the sparkling and fine wine categories.

In 2023, France contributed to about $1.88 million of the country’s sparkling wine imports, compared with Italy’s $342,000 and South Africa’s at about $303,000. Italy’s strategy, producers say, lies in offering breadth and versatility, particularly wines that align with food and informal dining.

Among the Italian distributors testing the Kenyan market is Modestino Argenziano of the Luciano Ercolino brand, who said Kenya’s evolving wine culture and openness to experimentation made it a natural choice for expansion.

“I believe in the Kenyan market because consumers are becoming more open to trying new wines, especially European wines. There is a new generation that is curious, informed and interested in understanding wine and how it fits into everyday life,” he said.

Mr Argenziano adds that Kenyan consumers differ from European drinkers, particularly in their wine-drinking habits.

“What I have learnt is that, unlike in Europe, wine consumption here follows different cultural patterns. People are still discovering how wine fits into meals and social occasions, and that creates space for education and engagement,” he said.

He points out that Italian wines have shown strong compatibility with the Kenyan cuisine following local food-pairing trials conducted in Nairobi, helping consumers to better understand how wine complements food.

According to industry projections, Kenya’s wine market including all imported wine categories is expected to generate revenues of about $89.8 million in 2025, with further growth anticipated through the decade.

“Kenyan food works very well with Italian wine in many cases. We have already done some food-matching tests here in Nairobi and the results have been very positive. People are beginning to understand what wine and food pairing really means,” he said.

On specific pairings, Mr Argenziano said lighter Italian styles work well with seafood, while structured reds suit richer meat dishes.

“Our Piano Legrade pairs very well with grilled fish such as salmon, while our Taurasi Raya Magra matches beautifully with roasted lamb,” he said.

At the roadshow, Luciano Ercolino showcased a premium portfolio that included Piano di Avellino, Legrade and Greco di Tufo white wines, alongside Taurasi red wine, which Mr Argenziano described as the producer’s flagship offerings.

“This is our top premium selection for this tasting. The white wines have strong ageing potential, while the Taurasi red wines are matured for at least three to four years in wood casks, which gives them depth and structure,” he said.

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