As the demand for quality wines continues to rise in Kenya, Italian wineries are positioning themselves to become key players in the country's evolving wine culture.
At a recent wine exhibition in Nairobi, more than 40 Italian wineries showcased over 200 brands as they mark their footprints. They featured extensive tastings and masterclasses that aimed at educating Kenyan consumers on the complexity and diversity of the drink.
Unlike South African or French wines that are well-versed in Kenya, Italian wines stand out for their indigenous grape varieties and unique regional characteristics.
The increasing popularity of wine among younger Kenyan consumers has also caught the attention of Italian producers. Their preferences which leans toward wines that are lower in alcohol but high in drinkability, varieties such as Moscato, Malvasia, and Lambrusco, are being positioned as ideal choices for the new generation of wine enthusiasts.
Giuseppe Carrus, a wine expert of Gambero Rosso, Guida Vini d’Italia says there is no other country where you can taste this level of biodiversity.
"Our wines range from crisp Alpine whites to bold Mediterranean reds, making them unlike anything else on the market. We have seen a lot of curiosity about Italian wines because they are complex, with each region producing distinct varieties influenced by climate, soil, and tradition. Even classic grapes like Nebbiolo and Sangiovese which were traditionally used for full-bodied wines, are now being crafted into fresher and more approachable styles."
Filippo Sanguettoli, export manager of Medici Ermete who was among the producers brought a taste of Emilia-Romagna with the Lambrusco wines from the winery.
"Lambrusco is a very peculiar grape that only grows in Emilia and is used to produce red or rosé sparkling wines," he said.
Among the wines presented, Medici Ermete’s Concerto Lambrusco stood out as the highlight. The wine, made from pure Lambrusco Salamino grapes from a single vineyard in Reggio Emilia is the most awarded Lambrusco in Italy.
Simone Rossi of Famiglia Di Carlo, Vigna Madre showcased vegan wines and amphora-aged varieties which is a nod to the ancient winemaking traditions.
“We have been organic since 1991 and we were one of the first Italian companies to go organic. We also do vegan, we do ageing in clay pots, amphora style and we can find various styles on the same grapes,” he said.
The vegan wine which costs about Sh5,000 targets consumers who are health-conscious and are interested in organic and biodynamic wines.
Vigna Madre is also known for its Montepulciano d’Abruzzo, Trebbiano d’Abruzzo, and Pecorino d’Abruzzo, offering more than 20 different labels.
Already exporting to Europe, the US, Japan, and Korea, Vigna Madre is now setting its sights on Africa with Kenya as a priority market. "We see a strong appreciation for Italian wine and cuisine here. We believe Kenya is ready for high-quality, authentic wines, and we are excited to be part of this growing wine culture," Mr Rossi said.
San Salvatore 1998, from the southern region of Campania also presented its finest wines in place. "We brought a rosé wine, which has been well received, along with two white wines Falanghina and Fiano and a red wine made from the Aglianico grape," said Marco Radano, who sees the company’s export business development.
Mr Radano said San Salvatore 1998 produces 18 different wines, including three Spumante wines which are crafted using the traditional method. Among its standout offerings is the Gambastillo, a white wine grown at over 600 metres in challenging climatic conditions.
"Our rosé is our best-selling wine worldwide, and we believe it can do well in Kenya. We are exploring business opportunities and looking forward to making Italian wines more accessible here,” he said.
The event was the 2nd edition of the Gambero Rosso Top Italian Wine Roadshow. The Kenyan Wine market is expected to generate revenues of $89.8 million (Sh11.5 billion) in 2025 and grow 6.09 percent by 2029.
Tiina Eriksson, Gambero Rosso’s International director observed that the Kenyan market is mature for the Italian fine taste.
“We don’t only promote wines, we promote only quality wines. Because Gamberoso, we are editors of a wine guide, we are a rating company. It’s essential that once we approach a market to promote and do events like this, that the market is ready to understand the difference between a good wine and a bad wine,” she said
