Italy is best known for its reds, yet it is its whites that are opening doors in emerging markets. Varieties such as Pinot Grigio and Greco di Tufo from Campania are gaining ground in Kenya, where consumers are shifting from the familiar labels towards wines that pair easily with local cuisine and social dining.This growing interest was evident at a recent Italian wine roadshow in Nairobi, organised by Gambero Rosso, which brought together 160 wines from 44 producers across 11 famed wine-growing regions. The showcase brought a wide range of importers, distributors and wine professionals keen to explore opportunities in what many now regard as an essential African market for wine culture and commerce.What’s behind the Italian rise? Speaking at the event, Italian Ambassador to Kenya Vincenzo Del Monaco described wine as a powerful connector between cultures and economies, which extends its relevance beyond the bottle. “Wine is a gateway to deeper engagement and a medium for intercultural exchanges and strengthening bonds. It embodies culture, territory and national identity."This showcase highlights the quality and diversity of Italian wines while reinforcing the strong economic and diplomatic ties between Italy and Kenya, a priority partner for Italy across business, science, culture and investment,” he said. Italy’s interest in Kenya sits within a broader trade relationship, with the country exporting about €400 million worth of goods to Kenya annually. The ambassador adds that this has helped niche sectors such as wine to gain traction through diplomacy, cultural exchange and targeted trade promotion.The numbers point to South Africa’s continued dominance that has often been backed by their long-established distribution networks, competitive pricing and strong presence in retail and hospitality. The numbers also reveal a market transition where Italy’s rising share shows a consumer base that is becoming more informed, more travelled and more willing to explore wines beyond the familiar origins. Victoria Munywoki, a wine consultant said the expansion of the roadshow reflects the changes in consumer behaviour and demand.“This event has grown alongside Kenya’s wine scene, with recorded growth of 33 percent in 2024 and 44 percent in 2025 of Italian wine imports, driven primarily by a more informed and curious consumer base shaped by travel and cultural exposure,” she said. She added that Kenyan consumers are seeking wines that reflect their lifestyle choices rather than status, a trend that favours Italian styles known for their balance, food compatibility and regional identity. This growing consumer curiosity is also supported by the growth of premium restaurant, social venues in Nairobi and other urban centres.Several Italian restaurants and wine bars like Mediterraneo Ristorante, La Terrazza and Lucca have become ambassadors for Italian wine, by familiarising diners with regional styles such as Prosecco, Chianti and Pinot Grigio. According to VinPodium co-founder Mark Artivor, Kenya is now evolving beyond an entry-level wine market into a regional influencer with growing relevance for East & Central Africa.“We are seeing a steady expansion of Italian wine varieties beyond restaurants and lounges and into the retail and grocery spaces, blending the huge Italian wine heritage with local cuisine and Kenyan consumption patterns,” he said. That expansion into retail has placed Italian wines in more direct competition with South African producers, whose dominance has been on the volume-driven categories that appeal to mass markets. South African wines continue to benefit from proximity, pricing and rooted distributor relationships, allowing them to maintain leadership even as the premium consumption grows.France, holds in the higher-end segments. Although their overall market share is smaller than South Africa’s, French wines command prestige, particularly in the sparkling and fine wine categories. In 2023, France contributed to about $1.88 million of the country’s sparkling wine imports, compared with Italy’s $342,000 and South Africa’s at about $303,000. Italy’s strategy, producers say, lies in offering breadth and versatility, particularly wines that align with food and informal dining. Among the Italian distributors testing the Kenyan market is Modestino Argenziano of the Luciano Ercolino brand, who said Kenya’s evolving wine culture and openness to experimentation made it a natural choice for expansion. (ICE NAIROBI)

Fonte notizia: Business Daily