Kenya’s premier wine importer and distributor Viva Global is set to host the highly anticipated Viva Global Wine Expo 2025, marking both the return of the event after a six-year hiatus and the company’s 25th anniversary in the beverage business.
The two-day event is scheduled for August 20–21, 2025, at Park Inn by Radisson, Nairobi, running from 12 PM to 7 PM daily. Tickets are now available via Hustle Sasa.
This year’s edition—under the theme “Global Wine Excellence”—will feature 20 internationally acclaimed wine brands from six countries, showcased by eight participating companies. It is expected to attract over 500 guests, including:
- Wine lovers and connoisseurs
- Global wine producers and sommeliers
- Hospitality professionals and trade partners
- Embassy and diplomatic representatives
- Food and beverage influencers
- Local and international media
“We’re excited to return after our first successful expo in 2019,” said Meera Karia, Director of Business Development at Viva Global. “This year’s edition is more comprehensive and reflects the direction Kenya’s wine scene is taking. It’s not just about tasting—it’s about learning, networking, and celebrating a culture that’s emerging around wine in Kenya.”
Guests will enjoy a mix of experiential and educational programming, including:
- Themed tasting sessions, such as “The Rosé Affair”, which explores the flavor diversity of rosé wines
- Guided walk-through tastings by sommeliers
- Exclusive WSET (Wines & Spirits Education Trust) masterclasses
- Cheese and wine pairings in collaboration with international wine partners
Ticketed entry includes access to all tastings, with limited availability for masterclass sessions.
Kenya’s wine consumption habits have evolved dramatically over the past five years. While the COVID-19 pandemic temporarily disrupted the nightlife and hospitality sectors, it also accelerated retail and home-based wine consumption—particularly among Millennial and Gen Z consumers.
“There’s a new wave of younger consumers who engage with wine not just for the drink, but for the experience and lifestyle it represents,” said Karia. “Many of them are women aged 23–28, drawn to sweeter profiles and social pairings.”
Key growth areas include:
- Urban centers, led by Nairobi, Mombasa, and Kisumu
- Restaurant culture and event tourism
- Increased interest in international cuisine and wine pairing
Still, the industry faces headwinds such as high taxation, inconsistent quality due to parallel imports, and seasonal fluctuations tied to tourism traffic.
The 2025 Expo will spotlight some of the world’s most respected wine brands, including:
- Moët Hennessy (France): Whispering Angel
- DGB (South Africa): Boschendal, Franschhoek Cellar, Bellingham, Beach House, Culemborg
- Viña Concha y Toro (Chile): Frontera, Casillero del Diablo, Marques de Casa Concha
- Baron Philippe de Rothschild (France): Mouton Cadet
- Trivento (Argentina): Birds & Bees, Trivento Reserve
- Vicente Gandía (Spain): Hoya de Cadenas, Castillo de Liria
- Fratelli Martini (Italy): CANTI Prosecco
These partnerships reinforce Viva Global’s role as a key connector between global producers and Kenyan consumers, and its position at the forefront of wine appreciation and beverage education in the region.
This year’s event carries special significance as Viva Global celebrates 25 years in business—a journey that began with niche imports and now spans retail, horeca (hotel/restaurant/catering), and consumer education.
“Our return to the expo scene after six years highlights our resilience and Kenya’s growing hospitality sector,” said Rupen Samani, Chairman of Viva Global. “It’s also a tribute to our customers, partners, and team who’ve helped shape Kenya’s wine story.”
The company is also known for its:
- Sommelier training programs
- In-store sampling activations
- Customer wine education sessions
- Retail partnerships with major supermarkets, restaurants, and e-commerce platforms
The Viva Global Wine Expo 2025 is not just a showcase of international wine excellence—it’s a celebration of cultural evolution, business resilience, and consumer transformation.
As Kenya’s economy continues to grow, and as dining, entertainment, and lifestyle trends evolve, Viva Global is positioning itself as both a pioneer and a catalyst in the region’s wine renaissance.
