Kenyans growing love for premium French wine woos wineries

They highlighted that young Europeans are drinking less, partly due to social media’s influence, as people do not want to be seen as heavy drinkers.

Kenya imports most of its wine, mainly from South Africa, Chile, and Italy. French wine, however, is a favourite among Kenya’s middle-class and wealthy consumers. French producers are keen to expand their seven percent market share through partnerships with local importers.

Christopher Buckland-Smith, regional sales manager of Wine Overland, who was among the 20 producers at the event, expressed interest in forming long-term partnerships in Kenya.

“We are looking for partners we can grow with. Our wines are enjoyed worldwide, but not yet in Kenya," he said. Among their selections, rosé is particularly popular, selling in large numbers in countries like France, the UK, and China.

Wine Overland collaborates with around 100 wineries, 80 percent of which are French. They also have partnerships in Spain, Italy, Australia, Portugal, and New Zealand.

Florian Navarri, export manager at Diva Domaines & Distillers, introduced a unique, sweet green alcohol that’s popular in South Africa and Morocco.

"It’s very sweet, with 40 percent alcohol. We add sugar, making it perfect on the rocks or in cocktails," Navarri explained.

Pierre-Oliver Rivers, export director of PWS, showcased a zero-alcohol wine.

“Some people want to enjoy the taste of wine without the alcohol. It’s a business strategy to reach new markets and new drinker,” he noted.

The non-alcoholic wine, which costs around Sh3,000, targets those who prefer not to drink alcohol, such as religious individuals or those who do not want to get drunk.

Anthony Jaume, from Domaine Jaume, brought wines without preservatives, catering to those sensitive to sulfites.

“There are some drinkers who have a problem with sulfites. Wine naturally produces sulfites during fermentation, which can cause stomach pain, headaches, and even diarrhea for some people. So, we decided to make a wine without sulfites,” he explained.

“This wine is perfect for those who want to enjoy a drink without worrying about headaches or sneezing.”

Because of its uniqueness, he said they have produced only 5,800 bottles, made five years ago.

“In Kenya, the wine would cost about 40 euros [Sh5,760],” said Anthony, who now works at the five-generation family-owned wine business that was founded in 1905.

The event, Tastin’ France, was organised by Business France, the Trade and Investment office of the French Embassy.

Vianney Dannen from Chateau de Gourdon noted that French producers aim to introduce easy-to-drink, affordable wines to the Kenyan market, appealing to those willing to pay for premium quality.

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