More than 1,000 people turned up at The Jockey Club on Ngong Road on Saturday for the seventh edition of The Wine Fair Kenya, as the event showcased the country’s growing appetite for wine and experience-driven lifestyle events.
The biannual fair featured 37 exhibitors representing more than 100 wine brands, bringing together international producers, local importers, hospitality players and consumers for a day of tastings, masterclasses and lifestyle experiences.
Among the exhibitors were Galina Wines, Lolie Wines, KWV, Wines of South Africa (WOSA), the California Wine Institute, Millésimes Wines and The Wine Box.
Industry professionals at the event said consumer behaviour has evolved significantly, with more attendees seeking knowledge rather than simply buying a bottle.
“The Kenyan wine consumer is changing rapidly,” said Wanjiru Mureithi, President of the Sommeliers of Kenya Association.
“Five or ten years ago, many consumers selected wine based primarily on price or familiarity. Today we’re seeing people asking about varietals, regions, vintages and food pairings. That curiosity reflects a maturing wine culture, and events like The Wine Fair play an important role by making wine education accessible in an engaging environment.”
This year’s edition adopted a Derby-inspired theme, complete with a formal dress code, a fashion show by Canada-based label Mira by Trina and horse-drawn carriage rides.
Beyond wine, the fair featured gourmet food vendors, artisan coffee brands, wellness exhibitors and live music, highlighting the growing appeal of immersive lifestyle events that blend food, entertainment and culture.
“When we started The Wine Fair, our vision was to create a platform where consumers could discover wine in an approachable and enjoyable setting,” said Judy Ngene, Co-founder of The Wine Fair Kenya and CEO of Galina Wine Importers.
“Over the years, we’ve seen attendees become more confident, more informed and more adventurous in their choices. Today’s consumers aren’t simply looking for a product; they’re looking for meaningful experiences, authentic conversations and opportunities to learn.”
Sylvia Karanja, East Africa Lead for Wines of South Africa, said events such as The Wine Fair provide overseas producers with an opportunity to showcase the diversity of their portfolios while gaining valuable insight into evolving consumer preferences in the region.
Although wine accounts for an estimated 2 per cent of Kenya’s alcoholic beverage market by volume, interest in the category continues to grow.
According to the 2025 Kasi Insight Share of Wallet Tracker, 34 per cent of Kenyan alcohol consumers now include wine in their regular drinking habits, reflecting a rising interest in wine origins, vintages and formal wine education.
