There is a big shift in the alcohol consumption industry now, experiencing the rise of younger consumers, especially millennial and Gen Z women who see wine as a lifestyle statement.
Home consumption and retail sales of wine have also grown dramatically post-Covid period, forcing the industry to expand beyond restaurants and bars, embracing retail tastings, supermarket promotions and e-commerce.
Speaking during the Viva Global Wine Expo held in Nairobi this week, Meera Karia, director of business development at Viva Global, said younger consumers, particularly women aged between 23 and 28, are indeed reshaping the market.
This is as they gravitate toward sweeter wines, sparkling wines and rosé.
“For them, wine is also about lifestyle: it’s linked to fashion, travel and social experiences. The industry is diversifying to cater to these preferences while also introducing them to more complex global wines,” said Karia.
“At the same time, Nairobi’s and Mombasa’s dining cultures have gone global, creating more opportunities for wine pairing and experiential hospitality.”
Karia noted that the hospitality industry was facing more challenges like high taxation, seasonality in tourism and parallel imports.
“High taxation remains the most urgent challenge for the wine industry, as it makes wine less accessible and slows growth. Parallel imports also undermine quality control and consumer trust, while seasonality in tourism creates fluctuating demand, especially in coastal regions. What’s needed is a balanced approach and closer dialogue between government and industry players to ensure policies both protect against misuse and support wine’s important role in hospitality, tourism and job creation,” she said.
Shen said Nacada’s recently proposed stricter regulations around alcohol advertising and sales would not yield much if stakeholders didn’t engage in educating consumers on moderating the consumption of alcohol.
“Responsible consumption is essential, and I fully support measures that encourage it. However, I believe the solution lies more in education than restriction. Wine culture in Kenya is about appreciation, food pairing and moderation, not misuse. Blanket restrictions on advertising could stifle this positive culture and limit consumer knowledge,” said Karia.
This year’s event highlighted eight companies, 20 wine brands and six countries. The two-day event, highlighting Kenya’s fast-growing wine appreciation movement, brought together over 500 guests who amplified the event’s cultural impact.
Attendees included wine lovers, makers and sommeliers, trade experts, hospitality professionals, embassy delegates, influencers and local and international media.
“The expo connects Kenyan consumers with global producers and trains hospitality professionals, and elevates Kenya’s profile as an emerging wine destination. We are proud to host the event for the second time after six years since its debut,” said Rupen Samani, chairman of Viva Global.
“This return not only reflects our resilience but also highlights the remarkable growth of Kenya’s hospitality and beverage industry. With Kenya’s economy projected to grow, we are setting the stage for a wine renaissance in the region. It’s also a signal that we’re back after Covid, stronger and more resilient.”