For the longest time, Spanish wine was not the first bottle that Kenyans would pick off a shelf. Also, there were few wines from Spain being sold in Kenya.
But now Spanish vineyard owners and winemakers are courting the growing population of Kenyan drinkers looking for more sophisticated tastes.
Recently, Spain wine producers were in Kenya to showcase their offerings in Nairobi, an event, Taste Spain, organised by the Economic and Commercial Office of the Spanish Embassy.
Zeida Nodal of Val Travieso Wines was among the wine producers at the event. Producing wine from vineyards of Ribera del Duero, Spain’s high-altitude area, Ms Nodal says their wines have a distinct profile, thanks to their soils.
“Our soils are completely different, they're rich in limestone. And the difference in temperature between day and night gives our wines a very distinct profile,” she says.
Zeida Nodal during a Spanish wine tasting event at the Shamba Café in Nairobi on June 12, 2025.
Photo credit: Bonface Bogita | Nation Media Group
Their winery does not mass produce, hence they craft the wines with minimal interference.
“We respect the grape and the soil. Our analogy is trying not to interfere in the winemaking, to express the fruit and the terroir. That minerality, that story behind the grape’s growth, it sets us apart,” she says of Val Travieso, which is also working on rescuing vineyards over 50 years old across Spain, using forgotten grapes like Cobal from Ribera del Júcar and Monastrell from Jumilla.
Which Spanish wines fit a Kenyan palate? “I would look for wines where the tannins are balanced, not hard on the mouth. Probably wines from a warmer place, like our Monastrell [wine made from a red wine grape variety]. From the feedback I’ve had, that’s more suitable for the Kenyan palate than wines with high acidity,” says Ms Nodal.
Maria Lafuente, of the Mediterranean family-run Noara Company, which has been crafting spirits for 75 years tells the BDLife that many importers and different distributors are interested in growing their reach in Kenya.
Though primarily a distillery, Noara’s Vermouth—a wine-based spirit infused with Cantueso, which is a rare herb from southeast Spain, was the drink that stood out. Ms Lafuente describes it as “very unique in the world,” drawing a comparison to Austria’s Edelweiss. “We make the vermouth with wine and this herb, and our target is young people in their 20s to those in their 50s,” she says.
Pablo Banon Cortes (left) and Maria Lafuente Rubio from Noara Company during a Spanish wine tasting event at the Shamba Café in Nairobi on June 12, 2025.
Photo credit: Bonface Bogita | Nation Media Group
For Noara, the blend of old-world recipes and new-age machinery is the core of their craft. When it comes to pairing their vermouths and spirits with African tastes, Ms Lafuente says, “We sell a lot of spirits that are more fruity, sweeter and easier to drink— which are not so old and woody. They like to taste the fruit and the intensity of the fruit.”
The local market speaks
Perhaps the most compelling voice in this Spanish wine renaissance is Jebet Chemngorem, the managing director of Domaine Kenya, one of the leading importers of Spanish wines in Kenya.
“Spanish wine is a serious one. It’s like talking about France wines because Spain has a serious tradition and a unique style of wine production.”
What Ms Jebet is championing is more than business, it’s wine education. “We’re not just importing Rioja. We’re bringing in wines from Montsant, Jerez (Sherry), Ribera del Duero. For us, the regionality and the specialness is our strength,” she says.
While Rioja remains the most popular among her customers, Sherry is a cult favourite.
“I deplete my Sherry very quickly, it’s an unusual wine. Think of it like a turbocharged wine; it’s added to the spirit, then aged uniquely. When someone who knows it sees it, they chase after it,” she says.
Gintleman London Dry Gin pictured during a Spanish wine tasting event at the Shamba Café in Nairobi on June 12, 2025.
Photo credit: Bonface Bogita | Nation Media Group
For wine collectors building a Spanish cellar, Ms Jebet says, “Start with Protos, it's an iconic producer from Ribera del Duero with serious ageing systems. For whites, the Verdejo is clean, green, and fresh but not acidic. For the reds, go for the Beronia Crianza or Protos Roble. For the sparkling, go with Cava, especially Villanao Cava, which is aged but still under Sh3,000 and of course, a peppery Sherry to complete the collection.”
When it comes to the price she says, a good bottle starts at Sh2,200, and Cava, the sparkling wine often compared to champagne, goes for about Sh3,000.
Ms Jebet says the future is promising. “The knowledge of wine in Kenya is expanding. Fifteen years ago, Spain went through the same learning curve we’re seeing here. People start with the everyday wines, then they go more specific and more quality.”
Very authentic
Another Kenyan importer, Go Halisi Wine, solely chose to import Spanish wine in a market still heavily dominated by South African and French wines. A representative, Sylvia Saina says the company was seeking to add another label to the crowded shelves and void in quality and authenticity.
“We realised the Kenyan market has a lot of not-so-good quality wines. Wines from Spain are very authentic and pocket-friendly. We know that Spain is on the Mediterranean peninsular so in terms of climate, they are better placed to grow good grapes because there is a vast variety in the wineries,” she explains.
Victoria Muli-Munywoki a wine consultant (left) and Beatriz Hernandez of the Spanish Embassy share a moment during a Spanish wine tasting event at the Shamba Café in Nairobi on June 12, 2025.
Photo credit: Bonface Bogita | Nation Media Group
By maintaining a product range that is both high in quality and considerate of the average budget, Ms Saina says they have a range of about 15 varieties, listing off a collection that includes crisp white wines, soft and refreshing rosés, and a bold, layered selection of reds that span seven types.
“The reds are more appreciated in the market, especially the crianzas, they are the first tier of the reds,” Ms Saina says.
The crianza category, a hallmark of Spanish wine that refers to red wines aged for at least two years with a minimum of one year in oak barrels, has found a loyal following among her customers whom she believes are beginning to understand and appreciate the craftsmanship and heritage behind each bottle. A bottle goes for about Sh2,000.
A niche no more
Beer has long been dominant in Kenya’s alcoholic beverage market, however, the wine sector has hinted at a slow shift in the market’s consumer tastes especially among women and urban middle-class consumers.
Enrique Alvarez during a Spanish wine tasting event at the Shamba Café in Nairobi on June 12, 2025.
Photo credit: Bonface Bogita | Nation Media Group
According to a report by Euromonitor International (April 2025), beer is the leading choice for most Kenyans with 88.5 percent of total volume sales in the alcoholic drinks category.
The spirits come in second at 7.3 percent and wine, though still modest in volume, accounts for 2.6 percent, and it is a market that global producers are seeking to grow.
The report further shows that wine sales in Kenya are largely concentrated in supermarkets and locals on the other hand hold a 17 percent share that carves a solid presence, especially in urban areas where these curated selections and higher-end bottles attract discerning buyers.
Another driving force is the growing female consumer base. The report notes that women in Kenya are gravitating towards wine and RTD (ready-to-drink) ciders, which they consume a few times a month. They lean more toward sparkling wines and champagnes, not just for their taste profiles but also for their association with celebration, elegance and luxury.
These sparkling varieties have become symbols of sophistication enjoyed in weddings, and personal milestone celebrations like graduation, and birthday, among others. For modern women, a glass of bubbly is more than a drink, it’s a statement.
