Wines of South Africa (WoSA) returned to Nairobi this month with its 2026 East Africa tour under the campaign theme “There’s Sunshine Inside,” reinforcing Kenya’s growing importance as one of Africa’s most dynamic premium wine markets. The two-day activation, held on May 15 and 16, brought together wine producers, importers, hospitality professionals, influencers and consumers through immersive wine tastings, educational masterclasses, trade engagements and curated influencer luncheons aimed at deepening wine appreciation across the region.

The event comes at a time when Kenya is emerging as one of the continent’s leading
destinations for South African wine exports. According to South African Wine Industry
Information & Systems (SAWIS) and Wines of South Africa export market figures for 2025, Kenya imported over 3.1 million litres of South African wine, making it one of Africa’s largest markets by volume, while packaged wine values rose to approximately US$3.19 per litre, an indicator of increasing consumer preference for more premium wine offerings across the market. Across Africa, South African wine exports reached approximately 21.6 million litres, reflecting continued regional growth in both value and demand.

Speaking during the Nairobi showcase, Matome Mbatha, Africa Market Manager at Wines of South Africa, said Kenya’s wine culture has evolved significantly from an entry-level market into one increasingly defined by consumer knowledge, experimentation and premiumization.

“The beauty of South Africa is that there’s sunshine inside and that sunshine reflects in the diversity and quality of our wines,” said Mbatha. “Kenyan consumers today are researching wine, understanding wine and actively seeking premium experiences. What we are seeing is growth in value, not just volume, and that tells us this market is becoming more sophisticated.”

This year’s activation placed strong emphasis on education and immersive consumer
experiences. The programme featured Pinotage and Chenin Blanc masterclasses, guided tastings, trade sessions and networking engagements designed to connect East African hospitality stakeholders directly with South African producers. Pinotage, South Africa’s signature grape variety, remained central to the storytelling around African wine identity and regional cultural connection.

Sylvia Karanja, Founder of Sip & Savour Atelier and East Africa Lead for Wines of South
Africa, said the Kenyan and broader East African consumer is increasingly embracing wine as part of everyday lifestyle and dining culture.

“We are seeing a younger consumer becoming more open to wine experiences, wine
pairing and wine education,” said Karanja. “South African wines resonate strongly within
this market because they are fruit-forward, approachable and diverse. More consumers are now moving from entry-level wines toward mid-tier and premium selections, and that shift is reshaping the wine conversation in East Africa.”

The Nairobi event also highlighted the growing role local importers and lifestyle platforms are playing in building wine culture across Kenya. Judy Ngene, CEO of Galena Wine Importers and Co-Founder of The Wine Fair Kenya, noted that consumer purchasing behavior is increasingly being influenced by storytelling, origin and experience rather than price alone.

“Kenyans are becoming more curious and intentional about wine,” said Ngene.
“Consumers today want to understand where the wine comes from, how it pairs with food and the story behind the brand. Wine tasting events and educational experiences are helping build a stronger wine culture while also encouraging people to explore more
premium categories.”

WoSA’s East African activations form part of a broader long-term strategy aimed at
strengthening intra-African trade, hospitality partnerships and wine education across the continent. The organization has continued to invest in introductory wine training,
sommelier development and consumer engagement initiatives as part of its effort to
position South African wine not only as a premium export product, but also as an
accessible African lifestyle experience.

About There’s Sunshine Inside
“There’s Sunshine Inside” is Wines of South Africa’s global campaign platform celebrating the warmth, diversity, optimism and vibrancy of South African wine culture. Inspired by the country’s abundant sunshine and varied terroirs, the campaign positions South African wines as expressive, approachable and rooted in authentic African storytelling and hospitality.

About Wines of South Africa (WoSA)
Wines of South Africa is a not-for-profit organization that promotes South African wines globally through education, marketing campaigns, trade shows, and strategic partnerships. WoSA serves as the voice of the South African wine industry in key international markets including Europe, North America, and increasingly, Africa.

About SAWIS
South African Wine Industry Information & Systems (SAWIS) is the official industry body responsible for collecting, analysing and publishing data on South Africa’s wine industry, including production, export and market statistics. SAWIS provides market intelligence and reporting that supports informed decision-making across the local and global wine sector.