Kenya’s expanding wine market is creating fresh commercial opportunities for Italian producers, with growing demand and stronger trade relations positioning the country as an important gateway to the wider East African market.
Italy is strengthening its presence in Kenya’s wine industry, with its market share rising from 11.5 per cent in 2025 to 14.5 per cent in the first half of 2026, according to figures from the Italian Trade Agency (ITA).
The growth was highlighted during Borsa Vini Kenya 2026, held at Nairobi’s Trademark Hotel on November 10, bringing together 26 Italian exhibitors representing 10 regions alongside buyers, hospitality professionals and wine industry players from Kenya, Ethiopia, Tanzania, Uganda and Rwanda.
The event provided a platform for direct business engagement between Italian producers and regional buyers through commercial meetings, product exhibitions and guided tastings.
Speaking during the event, Alessandra Rainaldi, Director of the Italian Trade Agency in Nairobi, said the initiative was part of Italy’s broader strategy to support small and medium-sized enterprises in accessing international markets.
“We support small and medium enterprises to export and to invest worldwide,” Rainaldi said.
Italy is currently Kenya’s third-largest wine supplier, reflecting the growing commercial relationship between the two countries and opportunities for Italian businesses to expand their distribution networks across East Africa.
Beyond wine imports, the engagement also highlighted the potential for Kenya to increase its exports to the Italian market.
Kenyan products, including vegetable oils, coffee, flowers and fish, are finding opportunities in Italy, with Kenya National Bureau of Statistics figures showing that export earnings from Italy increased by 50.2 per cent in 2025.
This growing two-way trade presents opportunities for businesses in agriculture, hospitality, food processing and distribution to establish stronger commercial partnerships.
Giulia Orlandi, Second Secretary at the Embassy of Italy in Nairobi, said Italian wine represented more than a commercial product, reflecting the country’s history, territories and cultural heritage.
She noted that Italian cuisine’s recognition as UNESCO intangible cultural heritage further demonstrated the importance of preserving food traditions while promoting international appreciation of Italian products.
The event also focused on consumer education and developing knowledge of the wine market.
Wine consultant and sommelier Victoria Mulu-Munywoki conducted masterclasses to introduce participants to different Italian wine varieties, helping them understand aromas, flavours and wine characteristics while building confidence in selecting products.
The programme further featured regional wine masterclasses and live cooking demonstrations by Michelin-starred Chef Italo Bassi, combining culinary experiences with opportunities for commercial networking.
Borsa Vini Kenya 2026 was part of the 11th edition of the Week of Italian Cuisine in the World, celebrated in Kenya from November 8 to 14.
The initiative demonstrates how cultural exchange, consumer education and business partnerships can work together to strengthen international trade, while opening new markets for producers and creating opportunities across the food and hospitality industries.
