Wines of South Africa (WoSA) is expanding its market reach in Kenya following a wine tasting event in Nairobi.
The event, including masterclasses, varietal tasting pods, and paired wine dinners, was all part of WoSA’s total strategy to expand the footprint of South African wines in East Africa.
Matome Mbatha, WOSA Africa Market Manager said that Kenya has become a focal point for the organization because it has developed from a fundamentals to a premium wine market over the last 10 years.
“We have been laying foundations here for over a decade. Kenya isn’t in our plan-it is our strategic imperative,” said Mbatha.
She noted that they did not see wine as an export product, but as a shared cultural and economic opportunity for Africa.
The Kenyan wine industry has witnessed a transformation of consumer behaviors where there is an increasing demand for high-end wines, said WoSA.
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Kenya’s wine industry is projected to grow from $950 million (Sh122 billion) in 2024 to over $1.5 billion (Sh193 billion) by 2030, driven by value, and not volume, Strategy Helix indicates.
Consumption volumes have remained flat at approximately 8,000 metric tons annually since 2019.
The WoSA’s Nairobi event also featured a masterclass on South Africa’s signature grape, Pinotage, which marks its 100th anniversary this year.
WoSA also showcased its Level 1 and Level 2 free online wine certification courses to build knowledge among hospitality professionals and consumers.
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The wine tasting had a wide range of South African wines like Chenin Blanc, Chardonnay, Cabernet Sauvignon, and Pinotage that are available in Kenya through local distributors.
WoSA characterizes its work in Kenya as part of its overall strategy to take advantage of intra-African trading opportunities, with officials hoping the Africa Continental Free Trade Area (AfCFTA) will make the freer movement of goods, wine among them, easier.
