Italian wine is gaining ground in Kenya, with its share of the local market increasing from 11.5% to about 14% in the first half of 2026. However, rising market value does not necessarily mean more bottles are being sold.
This was one of the key issues raised during the second edition of Borsa Vini Kenya, held at Trademark Hotel in Nairobi on Tuesday, November 10, 2026. The event brought together 25 Italian companies representing 10 wine-producing regions, alongside Kenyan importers, distributors, hospitality professionals and wine enthusiasts.
Alessandra Rainaldi, Director of the Italian Trade Agency (ITA) in Nairobi, said the growth recorded in the first half of the year was largely driven by value, and not the volume of products sold.
Italian wine is gaining a bigger share of the Kenyan market, but the increase in value should not automatically be interpreted as an equivalent increase in consumer demand.
| Measure | Figure |
|---|---|
| Italian share of Kenya’s wine market, first half of 2026 | About 14% |
| Italian share before the rise | 11.5% |
| Italy’s rank among Kenya’s wine suppliers | Third |
| Price gap Rainaldi cited | Up to 160% above the Italian price |
| Italian companies at Borsa Vini Kenya | 25 |
| Wine producing regions represented | 10 |
According to Rainaldi, the cost of importing wine remains a major challenge for businesses looking to expand their presence in Kenya. She pointed to logistics, import tariffs, local taxes and distribution costs as factors that push up the final price of imported products.
Rainaldi estimated that these combined costs can make an Italian product cost up to 160% more in the Kenyan market than its original price in Italy.
One of the critical points to afford this market is logistics and is also the tariffs and non-barrier tariffs. So this means that when an Italian producer sells his products here in Kenya, the final price of this product is 160% more than the original. This is due, unfortunately, to the tariffs that the government applies the imports from Europe, Italy as well, and to also the local taxes, and then of course to the intermediation of the local distributors. So consider that the increase is in part due not to the number of the products sold, but the value of the products sold. So this is unfortunately a problem also in other sectors.
Italian producers look to Kenya and East Africa
Despite the cost challenges, Kenya remains an important market for Italian food and wine producers seeking to expand their presence in Africa.
Italy is currently Kenya’s third-largest wine supplier, behind South Africa and France, according to the Italian Trade Agency.
The Nairobi event was designed to create direct business connections between Italian producers and Kenyan buyers, giving companies an opportunity to introduce their products, explore distribution arrangements and understand the local market.
The participating companies represented 10 Italian regions, including Veneto, known for Prosecco, Piemonte in northwestern Italy and Sicily.
This regional diversity was an important part of the showcase, allowing buyers to experience wines produced in different parts of Italy rather than viewing Italian wine as one uniform product.
The event also attracted buyers from other East African markets, including Ethiopia, Rwanda, Tanzania and Uganda, highlighting Kenya’s potential as a regional distribution hub.
For Italian small and medium-sized enterprises, these connections could provide an entry point into a wider market beyond Kenya.
The Italian Trade Agency supports Italian businesses seeking export and investment opportunities abroad. Its work includes connecting companies with international buyers and promoting products across different sectors.
Rainaldi noted that Italy’s international trade ambitions extend beyond food and wine. The country is also looking to build partnerships around technology, innovation, manufacturing and skills development.
She said cooperation with Kenya could create opportunities for both countries, particularly through technology transfer and capacity building.
Wine as a business and cultural connection
For the Italian Embassy in Nairobi, the growing wine trade is also part of a wider effort to strengthen relations between Kenya and Italy.
Giulia Orlandi, Second Secretary at the Embassy of Italy in Nairobi, said wine represents more than a commercial product. It reflects Italy’s history, regional identity and cultural heritage.
She noted that the event was part of the 2026 Week of Italian Cuisine in the World, which celebrates Italian food traditions and their international influence.
This year’s celebrations carry added significance following UNESCO’s recognition of Italian cooking as part of the Intangible Cultural Heritage of Humanity in December 2025. The recognition highlights the country’s food traditions, sustainable practices and the role of food in bringing communities together.
The programme included dinners, cultural activities and engagements involving Italian and Kenyan culinary professionals. It also featured an Italian Michelin-starred chef, with masterclasses designed to encourage knowledge sharing between the two countries.
We believe that wine is an important opportunity to strengthen economic relations between Italy and Kenya. Italy is one of, of course, the largest wine exporters to Kenya. We want to do more. There is a growing interest and support for the product, and so today we’ll also continue to implement Italian wine in Kenya.
Opportunities for Kenya’s hospitality industry
The opportunities from the growing trade extend to Kenya’s hospitality industry, including hotels, restaurants, wine retailers and distributors.
Direct engagement with Italian producers gives local businesses an opportunity to explore new products, establish supplier relationships and diversify their offerings.
For consumers, the showcase also provided an opportunity to learn more about Italian wines, their origins and the different characteristics associated with individual wine-producing regions.
