Kenya’s growing importance in global wine trade was underscored this week as Nairobi hosted the third edition of the Gambero Rosso Top Italian Wines Roadshow, amid rising Italian wine imports and expanding bilateral trade between Kenya and Italy.
Kenya is steadily cementing its position as a strategic gateway for Italian wine and food exports into East Africa, following the successful conclusion of the third edition of the Gambero Rosso Top Italian Wines Roadshow in Nairobi.
The trade-focused event, held at Shamba Café, brought together key players from Kenya’s hospitality, distribution, and retail sectors, reaffirming Nairobi’s growing influence in the regional wine business and its importance to Italian producers seeking long-term market expansion across East and Central Africa.
This year’s roadshow showcased 160 award-winning Italian wines from 44 producers drawn from 11 of Italy’s most renowned wine-growing regions. The event attracted leading importers, distributors, hotel groups, restaurateurs, sommeliers, and beverage decision-makers, positioning it as one of the most significant professional wine trade gatherings in the Kenyan market.
Unlike consumer-facing wine festivals, the Gambero Rosso Roadshow is designed as a business-to-business platform. Beyond tastings, discussions focused on portfolio development, wine provenance, market education, and strategic positioning within Kenya’s evolving Hotels, Restaurants and Catering sector, commonly known as HoReCa.
Rising Italian wine imports
The Nairobi event comes at a pivotal moment for trade relations between Kenya and Italy, particularly within the wine sector. According to figures shared at the roadshow, Italian wine imports into Kenya reached USD 2.67 million in 2023, with export volumes growing by a further 12 percent in 2024.
Italy now accounts for approximately 11 percent of the total value of wine imports into Kenya, making it the country’s third-largest wine supplier after South Africa and France. Industry stakeholders note that this upward trend reflects both improved distribution networks and a growing appreciation for Italian wine styles among Kenyan consumers.
Speaking at the event, Italy’s Ambassador to Kenya, H.E. Vincenzo Del Monaco, said Italian wine represents more than a commercial product and plays a broader role in strengthening diplomatic and cultural ties between the two countries.
“Wine is a gateway to deeper engagement and a medium for intercultural exchanges and strengthening bonds. It embodies culture, territory, and national identity,” Ambassador Del Monaco said. “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.”
Italy’s broader economic engagement with Kenya extends well beyond wine. Italian exports to Kenya are valued at approximately 400 million euros annually, spanning machinery, industrial equipment, construction materials, fashion, and food products. Trade officials view the growing wine segment as complementary to Italy’s wider commercial footprint in the country.
Kenya’s evolving wine market
Industry experts say the consistent return of the Gambero Rosso Roadshow to Nairobi signals growing confidence in Kenya’s wine market, which is becoming more sophisticated and commercially attractive.
Victoria Mulu-Munywoki, a wine consultant, radio co-host, and wine and spirits judge, said the roadshow’s third consecutive edition reflects structural growth rather than short-term interest.
“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,” she said. “This growth is being driven primarily by a more informed and curious consumer base shaped by travel and cultural exposure.”
She added that professional tastings, masterclasses, and trade engagements such as the Gambero Rosso Roadshow have played a significant role in building consumer knowledge and confidence, particularly within the hospitality and retail segments.
According to Mulu-Munywoki, Nairobi’s inclusion in the global Gambero Rosso roadshow circuit places the city alongside established international wine capitals, signaling Kenya’s readiness to engage at higher levels of global wine business and trade.
Education and diversification take centre stage
A key highlight of the Nairobi edition was the emphasis on wine education and regional diversity. Tastings and masterclasses were led by Marco Sabellico, Editor and Food and Wine Expert at Gambero Rosso’s Guida Vini d’Italia, one of the most authoritative wine guides globally.
Sabellico highlighted Italy’s unparalleled range of grape varieties and its deep-rooted gastronomic culture, noting that Italy’s wine identity is defined by hundreds of indigenous grapes and strong regional traditions.
Industry observers say this diversity gives Italian wines a competitive edge in Kenya’s market, where hospitality operators are increasingly seeking distinctive wine lists that pair well with both international and local cuisine.
Event organisers VinPodium, working in partnership with Mulu-Munywoki, said Nairobi is rapidly transitioning from an introductory wine market into a regional influencer with the potential to shape trends across East and Central Africa.
“We are seeing a steady expansion of Italian wine varieties beyond restaurants and lounges and into the retail and grocery spaces,” said VinPodium Co-Founder Mark Artivor. “This blends Italy’s extensive wine heritage with local cuisine and Kenyan consumption patterns.”
Retail growth has become a key focus as wine consumption in Kenya expands beyond premium hospitality venues into mainstream urban households, supported by better product availability and growing consumer education.
Recognition of culinary excellence
For the third consecutive year, the roadshow also recognised outstanding establishments serving Italian cuisine and wine across Nairobi and the Coastal region. Honourees included Solo Grano, La Terrazza, Lucca at Kempinski, Roberto’s Mombasa, Sunset Watamu, and Visiwa, among others.
In the retail category, The Wine Box was named Best Wine Shop in Kenya, with additional recognition awarded to Enoteca, Liv Vin, and Wine and More Kenya in Diani. A newly introduced retail award honoured Roberto’s Urban Market for excellence in Italian food retail, reflecting the growing role of specialised food stores in expanding Italy’s culinary presence in Kenya.
Kenya as a regional gateway
Now considered a must-attend event for Kenya’s HoReCa sector, the Gambero Rosso Top Italian Wines Roadshow continues to strengthen links between Italian producers and East Africa’s professional wine trade.
Trade analysts say Kenya’s strategic location, established hospitality sector, and improving distribution infrastructure position the country as a natural entry point for Italian exports targeting the wider region. With rising consumer awareness and sustained investment in trade-focused events, Kenya’s role as a gateway market for Italian wine and food products is expected to grow further in the coming years.
