Kenyan wine enthusiasts had an opportunity to explore the diversity of South African wines during a three-day in-store consumer activation by Wines of South Africa (WoSA) in partnership with Artcaffé Market. From the distinctive coffee-and-chocolate notes of Pinotage to the celebratory bubbles of Cap Classique.

Held from October 30 to November 1, 2026, at Artcaffé Rhapta Road, Nairobi, the activation brought together 20 South African wine brands for an immersive experience combining guided tastings, interactive masterclasses, wine education and opportunities for consumers to engage with wine representatives and discover new wines. Participating wine estates, brands and local partners included Wine Routes, KWAL, Meridian Wines Kenya, De Vries Premium Wines, Vergelegen, Kanonkop Wine Estate, Diemersfontein Wine & Country Estate and Quoin Rock Wine Estate, among others. East Africa Glassware Mart (EAGM) partnered as the event’s glassware provider, supporting the tasting experience.

The experience offered consumers an opportunity to explore wines from some of South Africa’s established wine-producing regions, with selections spanning different grape varieties, styles and price points. Through the participating partners, consumers were introduced to a range of labels, including Pinotage, Chenin Blanc, Sauvignon Blanc, rosé and sparkling wines, bringing the diversity of South African winemaking closer to the Kenyan market.

The activation formed part of WoSA’s broader efforts to deepen wine appreciation and knowledge in Kenya, where the organisation has trained more than 3,000 people through physical introductory wine courses over the years. Thousands more wine enthusiasts in Kenya and across Africa have also accessed its free online Level 1 and Level 2 wine courses, which introduce learners to different wine varieties, tasting techniques and the South African wine industry.

Speaking during the activation, Matome Mbatha, Africa Market Manager at Wines of South Africa, said the initiative was designed to bring consumers closer to the stories, varieties and experiences behind South African wines while challenging perceptions about the country’s wine offerings.

“The Kenyan consumer has become very curious. We have gradually moved towards more premium selections of wines, and consumers are excited to discover new brands and engage in experiences like these. One misconception about South African wine is that it is cheap, but events like this are a great testament to the premium brands and quality that our country has to offer,” said Mbatha.

The masterclasses provided an opportunity to explore some of South Africa’s distinctive wine varieties, with Pinotage and Chenin Blanc taking centre stage alongside Cap Classique, the country’s traditional-method sparkling wine category. Through guided sessions, participants were introduced to the characteristics, production and stories behind the different wines, making the experience as much about learning as it was about tasting.

For WoSA, consumer education remains an important part of building a stronger wine culture in the region. Beyond introducing consumers to different varieties, the organisation has invested in developing local wine knowledge through training programmes targeting hospitality professionals, sommeliers and students from hotel and culinary institutions.

Mbatha noted that these initiatives are also intended to create opportunities for young people entering the hospitality industry by equipping them with additional skills and knowledge that can support their professional development.

The experience also reflected changing consumer preferences in Kenya, where wine enthusiasts are becoming increasingly open to exploring different styles, flavours and occasions. Rosé, white and sparkling wines are gaining appreciation alongside the established popularity of red wines, creating opportunities for consumers to experiment with different pairings and wine experiences.

Sylvia Karanja, Founder of S & S Atelier and East Africa Lead for Wines of South Africa, said the growing curiosity among Kenyan consumers is helping reshape how wine is experienced and appreciated across the region.

“We are seeing a younger consumer becoming more open to wine experiences, wine pairing and wine education. South African wines resonate strongly within this market because they are fruit-forward, approachable and diverse. More consumers are now moving from entry-level wines towards mid-tier and premium selections, and that shift is reshaping the wine conversation in East Africa,” said Sylvia.

Among the participating producers was Diemersfontein Wine & Country Estate, whose distinctive Pinotage portfolio offered consumers an opportunity to experience one of South Africa’s signature grape varieties through a unique flavour profile.

Prince Mtaro, Brand Manager at Diemersfontein Wine & Country Estate, said the estate’s relationship with the Kenyan market spans more than a decade, with its wines now available in established hospitality and travel settings.

“We have been working in the Kenyan market for over a decade, and our Pinotage, to be specific, has become well recognised. You will find our wines in Kenya Airways Business Class, Artcaffé and some of the country’s prominent hotels. It has been quite a journey, and we are excited about the market,” said Mtaro.

Diemersfontein is particularly recognised for its Original Pinotage, distinguished by its coffee-and-chocolate characteristics. Mtaro recommended the wine to consumers exploring the estate’s portfolio for the first time, describing it as an expression of the winery’s pioneering approach to Pinotage.

He added that the estate hopes to grow its consumer base and strengthen brand recognition in Kenya over the next two to three years.

The partnership with Artcaffé Market also provided a platform for connecting South African wine producers with local consumers through an established retail and hospitality network. By bringing the brands into a familiar consumer setting, the activation created opportunities for discovery beyond traditional wine trade events.

Beyond the tasting experience, the initiative highlighted the growing connection between wine, food, hospitality and travel. WoSA continues to encourage cultural and tourism exchanges between Kenya and South Africa, including opportunities for Kenyan travellers to explore the Western Cape’s wine regions and experience the country’s winemaking heritage firsthand.

As Kenyan consumers continue to explore new flavours and develop more informed wine preferences, initiatives such as the Artcaffé activation are helping make wine education and discovery more accessible.

For WoSA, the experience is part of a wider ambition to introduce more consumers to the diversity of South African wines, one tasting, one masterclass and one discovery at a time.

Wines of South Africa is a not-for-profit organisation responsible for promoting South African wines in international markets. Through marketing initiatives, consumer education, trade engagements and strategic partnerships, WoSA works to strengthen the global reputation and market presence of South African wine producers.