Nairobi Wine Fair Highlights the Rise of Experiential Culture

More than 1,000 people attended the seventh edition of ‘The Wine Fair Kenya’ in Nairobi last weekend, as importers and producers work to build consumer interest in premium beverages.

• The event, held at The Jockey Club on Ngong Road, brought together 37 exhibitors representing more than 100 wine brands, including Galina Wines, KWV, Wines of South Africa, the California Wines Institute, Millésimes Wines and The Wine Box. 
• Gourmet food vendors, coffee brands, and fashion businesses also exhibited alongside the wine producers.
• Wine accounts for about 2% of Kenya's alcoholic beverages market by volume, but a growing share of drinkers now include it in their regular habits. 

According to Kasi Insight Share of Wallet Tracker, about 34% of Kenyan alcohol consumers now drink wine regularly.

"When we started 'The Wine Fair,' our vision was to create a platform where consumers could discover wine in an approachable and enjoyable setting. Over the years, we've seen attendees become more confident, more informed and more adventurous in their choices," said Judy Ngene, co-founder of The Wine Fair Kenya and CEO of Galina Wine Importers.

The fair has expanded in scope over its seven editions, from a specialist tasting event into a broader hospitality and lifestyle occasion combining education, networking and entertainment. This year's edition carried a Derby-inspired theme, with attendees in formal attire taking part in runway presentations, horse-drawn carriage rides, live music and culinary experiences.

"Five or ten years ago, many consumers selected wine based primarily on price or familiarity. Today we're seeing people asking about varietals, regions, vintages and food pairings. That curiosity reflects a maturing wine culture, and events like 'The Wine Fair' play an important role by making wine education accessible in an engaging environment," said Wanjiru Mureithi, president of the Sommeliers of Kenya Association.

Meanwhile, South Africa is a major supplier to the Kenyan market, with its wine exports to Kenya exceeding 3.1 million litres last year, among the largest volumes of any African destination.

"South African wines have built a strong reputation in this market, and platforms like these allow producers to showcase the diversity, quality and accessibility of our wines while understanding how consumer preferences are evolving," said Sylvia Karanja, founder of Sip & Savour Atelier and East Africa lead for Wines of South Africa.