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.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Wine industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Wine industry in Kenya, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
Wine
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 DefinitionsThis report originates from Passport, our Wine research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!