Although wine was not heavily impacted by COVID-19, the wine category recorded a better performance in 2021 in both the on-trade and off-trade. In contrast to the beer category, the majority of wine sales are made through the off-trade, which saw an increase in volume sales in 2020.
Kenyan consumers are embracing wine tasting events which is building awareness of wine and should eventually impact category growth. Wines of South Africa launched East Africa Virtual Theme Tastings enabling South African wine importers and producers, who have a presence in East African markets (Kenya, Uganda, and Tanzania), to showcase their brands.
The pandemic heightened consumer needs for convenient retail solutions, boosting wine e-commerce sales during the COVID-19 era. Wine shops developed an online presence in order to access a larger audience as the pandemic took hold.
Wine consumption is growing fast in Kenya, fuelled by the wealthy and middle-classes searching for high-quality alcohol. Consumers are increasingly becoming aware of different wine tastes and brands due to improved lifestyles and increased education.
Kenya's wine industry is set for growth in the forecast period due to an expanding middle-income group with rising disposable incomes and the general propensity of Kenyans to embrace social wine drinking. Product availability is a huge advantage to the category’s growth alongside other factors such as brand advertising and wine sold at corporate functions.
The emergence of Westernised lifestyles will continue to transform the ways in which Kenyans shop, live and enjoy leisure and entertainment. Kenya’s urban centres containing shopping malls and business centres are expanding in town centres and in residential estates across the country.
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This is the aggregation of still and sparkling light grape wines, fortified wine and vermouth and non-grape wine. In terms of alcohol content, light wine usually falls into the 8-14% ABV bracket while fortified wine ranges from 14-23% ABV. Low and non-alcoholic wine is also included in the data (attributed to each sector as appropriate).See All of Our Definitions
This report originates from Passport, our Wine research and analysis database.
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