From textiles to tastings, you started as a textile and fabric designer before moving into beverages. What inspired such a career shift and how has your creative background shaped the way you approach brand building?
I trained as a textile and fabric designer, but when I came to Kenya in 1993, life took me in a different direction. I started at Keringet Mineral Water, where I worked for seven years before moving into the alcohol industry in 2005. At that time, wine in Kenya was very limited — most people only knew red, white and rosé, usually confined to a handful of hotels. That lack of awareness was both a challenge and an opportunity. My design background gave me a creative eye for branding and presentation, which I now use in curating wine experiences, storytelling and building brands that connect emotionally with people.
Post-Covid, we saw a boom in home wine consumption and retail wine sales. How has this shaped the industry’s business strategy and marketing approach?
Covid was a turning point. With nightlife shut down, Kenyans started buying wine to enjoy at home. This trend didn’t end with the pandemic as retail and at-home consumption are now permanent growth areas. As a result, we’ve expanded our strategies to include supermarket tastings, in-store activations and digital campaigns. We’ve also made wine education more accessible, with virtual tastings and retail-focused masterclasses, ensuring consumers feel confident exploring wine outside restaurants and hotels.
Younger consumers, especially millennial and Gen Z women, are reportedly driving demand for sweeter wines. How is this changing the industry’s approach to product selection and experiences?
Younger consumers, particularly women between 23 and 28 are indeed reshaping the market. They gravitate toward sweeter wines, sparkling wines and rosé but it’s not just about taste. For them, wine is also about lifestyle: it’s linked to fashion, travel and social experiences. The industry is diversifying to cater to these preferences while also introducing them to more complex global wines. Personally, I love rosé, so I understand the appeal — it’s approachable, versatile and fun.
NACADA recently proposed stricter regulations around alcohol advertising and sales. As a business leader, what’s your take?
Responsible consumption is essential and I fully support measures that encourage it. However, I believe the solution lies more in education than restriction. Wine culture in Kenya is about appreciation, food pairing and moderation, not misuse. Blanket restrictions on advertising could stifle this positive culture and limit consumer knowledge.
The hospitality industry is also facing challenges like high taxation, seasonality in tourism and parallel imports. Which of these is most urgent for the wine industry and how can it be addressed?
High taxation remains the most urgent challenge for the wine industry, as it makes wine less accessible and slows growth. Parallel imports also undermine quality control and consumer trust, while seasonality in tourism creates fluctuating demand, especially in coastal regions. What’s needed is a balanced approach and closer dialogue between government and industry players to ensure policies both protect against misuse and support wine’s important role in hospitality, tourism and job creation.
Kenya imports most of its wine: Why don’t we see more local wine producers?
Kenya doesn’t yet have the vineyard infrastructure or climate to sustain large-scale wine production, so imports dominate the market. South Africa remains the largest African supplier because of its global reputation, proximity and affordability. That said, Kenya is an increasingly global market.
The hospitality sector is increasingly about “experience” rather than just food or drink. How do you balance educational elements like wine classes with entertainment?
Hospitality today is about immersion. People don’t just want to consume. They want to experience. That’s why our approach blends education with entertainment. For example, themed tastings like The Rosé Affair, indulgent cheese-and-wine pairings and Wine and Spirit Education Trust certified masterclasses have become popular globally. Each training is designed to be interactive, engaging and culturally relevant so that the staff are always aware of changing trends and inclined to what's culturally relevant.
Beyond taste, wine is often linked to health and lifestyle particularly red wine and heart health. What’s fact and what’s myth when it comes to wine as part of a healthy lifestyle?
There is some truth to the idea that moderate wine consumption, especially red wine with antioxidants like resveratrol, can benefit heart health. But it’s not a miracle solution. For me, the real value of wine lies in how it enriches meals, brings people together and creates joy. When enjoyed in moderation, it’s as much about lifestyle and connection as it is about health.
What are the biggest differences you see between Kenyan wine consumers and those in other markets, in terms of preferences, spending habits, and brand loyalty?
Kenyan consumers often start their wine journey with affordable, sweeter brands and tend to be brand-driven. In more mature markets, consumers focus on vintages, terroir and producers. But things are changing with education shifting Kenyans from asking “what’s popular?” to “what do I enjoy?” With training, tastings and events like the Expo, we’re seeing loyalty grow as consumers become more confident in their own tastes.
What’s one thing you wish more Kenyan consumers knew about wine — whether red, white, rosé or sparkling?
That wine is approachable and not intimidating. There’s no right or wrong way to enjoy it. It’s about discovery — finding what you personally enjoy. You can also use it moderately to cook certain dishes. I would love to see more chefs incorporating wine in their dishes and Kenyans exploring beyond sweet wines, embracing sparkling, dry or aged wines. Events like the Viva Global Wine Expo are designed to help consumers take that journey in a fun and inclusive way and that's part of our mission.
You’ve been in Kenya’s beverage industry for nearly two decades. What have been the biggest changes in consumer tastes and hospitality culture during that time?
When I joined Viva Global, wine was considered niche and even elitist. Today, it has become part of mainstream culture. The biggest shift has been the rise of younger consumers, especially millennial and Gen Z women who see wine as a lifestyle statement. Post-Covid, we also saw home consumption and retail sales grow dramatically. This forced the industry to expand beyond restaurants and bars, embracing retail tastings, supermarket promotions and e-commerce. At the same time, Nairobi’s and Mombasa’s dining cultures have gone global, creating more opportunities for wine pairing and experiential hospitality.
The Viva Global Wine Expo is returning after six years. Why did it take this long to come back, and why is 2025 the right time for it?
We first launched the Expo in 2019, and its success proved there was an appetite for a platform that combined tasting, education and culture. The pandemic forced us to pause, but in that time, Kenya’s wine culture grew even stronger. 2025 felt like the right moment to return plus we are also celebrating Viva Global’s 25th anniversary so it was a perfect opportunity to do something big that looks back at our footprint while also responding to rising consumer curiosity. This year we’re hosting 8 companies, 20 wine brands and 6 countries at Park Inn by Radisson, Nairobi. From Moët Hennessy’s Whispering Angel to Casillero del Diablo, we planned a truly global showcase.
How do you see the Expo influencing Kenya’s food, wine and hospitality scene beyond just the tasting experience?
The Expo is more than a tasting — it’s a cultural platform. It connects Kenyan consumers with global producers, trains hospitality professionals and elevates Kenya’s profile as an emerging wine destination. It's also a great place for networking and striking business deals. My hope is that it inspires chefs, sommeliers and consumers alike to embrace wine as part of our lifestyle, incorporating it into our everyday culture and foods. It's about sparking a wine renaissance that integrates seamlessly into Kenya’s evolving food and hospitality culture.