Sipping into the Future: Africa’s Urban Youth Redefine Wine Culture
Wine consumers in Africa span a wide age range, but there is a notable presence of younger consumers, particularly in urban areas.
The age range of wine consumers in Africa typically spans from young adults in their early 20s to older generations in their 50s. However, younger consumers, particularly those in their 20s and 30s, are emerging as a prominent group. Here are some key trends:
Urban millennials and Gen Z are increasingly exploring wine, driven by its association with sophistication and lifestyle appeal. Social media and digital marketing play a significant role in shaping their preferences and promoting wine culture. The rise of a growing middle class in cities like Johannesburg, Lagos, Nairobi, and Accra has fueled demand for wine as disposable incomes increase. Urban areas are hubs for wine bars, tasting events, and retail shops that attract younger drinkers.
A preference for sweeter, fruit-forward wines is common among younger and novice drinkers while sparkling wines and rosé have seen popularity due to their lighter and celebratory appeal. Increased access to wine education and tastings has made wine more approachable, especially for younger demographics. Locally produced wines from South Africa and emerging regions in Kenya and Nigeria are gaining traction alongside international imports.
Women Who Wine
In some countries, women are more likely to consume wine than men. For example, in South Africa, 22% of females have recently consumed wine compared to 15% of males. Wine consumption is often associated with higher income levels, as premium wines are becoming more popular. Urban areas tend to have higher wine consumption rates compared to rural areas. Countries like Togo, Cameroon, and Côte d’Ivoire have significant wine-consuming populations.
Wine Consumers in Togo
Togo, a country in West Africa, is bordered by Ghana to the west, Benin to the east, Burkina Faso to the north, and the Gulf of Guinea to the south. As a recognized member of the African Union, Togo is culturally, geographically, and politically integral to the African continent.
The wine industry in Togo is relatively small compared to global wine markets but holds niche economic significance due to its connection with the hospitality and tourism sectors, conferences and weddings. The growing tourism industry, particularly in Lomé, Togo’s capital, has fueled demand for premium wine products. Distribution channels include supermarkets, liquor stores, and specialized wine retailers, while informal trade ensures access to more affordable options for lower-income consumers.
In 2025, the combined revenue for the alcoholic drinks market in Togo is expected to reach $362.4 million, with $328.7 million from at-home sales and $33.7 million from out-of-home sales. While Togo does not produce wine domestically on a commercial scale, the industry relies heavily on imports, primarily from France, South Africa, and Spain. These imports cater to expatriates, tourists, and the growing urban middle class. Approximately 26% of the adult population in Togo reported consuming wine in the last four weeks, reflecting a consistent demand. In 2021, total wine consumption in Togo reached 7 million liters.
The wine industry contributes to government revenue through import duties and taxation. The market presents growth opportunities, especially in urban areas where rising disposable incomes and exposure to global lifestyles are driving interest in wine. Despite its potential, the industry faces challenges such as high import tariffs, limited consumer awareness, and competition from other alcoholic beverages like beer and spirits.
Togolese wine consumers exhibit distinct preferences and purchasing habits. Red wine remains particularly popular, although white wine is steadily gaining a significant following. Togo is home to 31 wine cellars, most of which are located in the Maritime region. Retail prices for wine in Togo range from $6.92 to $8.97 per kilogram, with a mid-range bottle typically costing around 2,792.90 CFA (approximately $4.80). As consumer preferences evolve and the market matures, Togo’s wine industry has the potential to expand further, enhancing its contribution to the country’s economy and cultural landscape.
Other African Wine Producers and Exporters
Several African countries beyond South Africa produce and export wines including:
Morocco has a long history of wine production dating back to the Romans. The country’s main wine-producing regions, such as Meknes and Fes, are noted for producing a variety of wines, including red, white, and rosé. The wine industry is a significant contributor to the nation’s economy, with an annual production of over 40 million bottles, positioning the country as the 36th largest wine producer globally. The domestic wine market is projected to experience modest growth, with an anticipated annual increase of 0.41% between 2025 and 2029, reaching a market volume of approximately $579.6 million by 2029. Despite restrictive policies and cultural challenges, the wine sector continues to be profitable and the industry also plays a vital role in employment, providing jobs for up to 20,000 people.
While the majority of Moroccan wine is consumed domestically, a portion is exported, primarily to European markets, contributing to foreign exchange earnings. The industry’s expansion is further supported by investments from foreign wine companies, particularly from France, which have revitalized vineyards and introduced modern winemaking techniques.
The wine industry in Kenya is still in its nascent stages but shows considerable promise. The country’s favorable equatorial climate, combined with high-altitude vineyards, provides ideal conditions for wine production.
In 2022, Kenya imported $23.2 million worth of wine positioning it as the 78th largest wine importer globally, primarily from South Africa, France, and Italy, while exporting $316,000 mainly to regional markets like the Democratic Republic of the Congo and Rwanda, Belgium, Tanzania, and Nigeria. The domestic wine market is growing rapidly, with revenue projected to reach $89.8 million by 2025, fueled by shifting consumer preferences, a growing middle class, and wine’s rising popularity in social settings.
Local production is also expanding, led by wineries like Leleshwa Wines and Yatta Wines, supported by increased wine appreciation through restaurants and social venues. Although the sector’s current economic contribution is modest, it is expected to create jobs, boost local production, and increase tax revenues. Challenges like inflation-linked taxation may impact growth, but the overall outlook remains optimistic with increasing opportunities in the on-trade segment.
Historically, wine production in Ethiopia dates back to the 17th century, but recent investments have revitalized the sector most notably, the establishment of vineyards in southern Ethiopia and the wine industry is experiencing significant growth, contributing to the nation’s economy through production, employment, and export activities. The domestic wine market is projected to expand at an annual growth rate of 10.84% between 2025 and 2029, reaching an estimated market volume of $10.8 million by 2029. This expansion is driven by favorable climatic conditions for viticulture and increasing local demand.
The industry’s growth is expected to generate employment opportunities, enhance agricultural productivity, and contribute to government revenues through taxation. Additionally, the development of the wine sector aligns with poverty alleviation strategies by integrating high value-added agricultural activities. However, challenges such as the need for infrastructure development, skilled labor, and market access must be addressed to sustain this growth.
Algeria has a rich history of wine production, dating back to the Phoenicians. Algeria’s wine industry has experienced significant fluctuations over the past century, impacting its economic contributions. In the early 20th century, wine production was a major economic driver, accounting for approximately half of Algeria’s exports and nearly one-third of its GDP. During the 1930s, Algeria became the world’s largest wine exporter, with wine forming 46% of agricultural exports and 25% of all exports by 1965. These exports earned 653 million dinars for Algeria in 1966 (in 2025 equal to approximately US$ 4,766,900).
However, following independence in 1962 and subsequent policy changes, the wine industry’s prominence declined sharply. By the early 21st century, Algeria’s wine production had diminished to just 0.2% of the global total, with exports constituting a mere 0.1% of the world’s wine exports. Currently, the domestic wine market in Algeria is projected to grow modestly, with an anticipated annual increase of 4.88% between 2024 and 2029, reaching a market volume of approximately $444.4 million by 2029. Despite this projected growth, the wine industry’s contribution to Algeria’s overall economy remains relatively limited, especially when compared to its historical significance.
African Wine Economy Potential
Africa’s wine economy is poised for significant growth, driven by favorable climates, rising local consumption, and increasing investments. South Africa remains a leader, with countries like Morocco and Kenya emerging as new players. The continent’s diverse climates and improved infrastructure, including better transport and wine tourism, are set to boost production and global exports. As the middle class grows, local wine consumption rises, while exports to Europe and North America offer promising opportunities. Producers are focusing on high-quality, sustainable wines to attract eco-conscious consumers. However, challenges like political instability, funding limitations, and climate change must be addressed to fully unlock the sector’s potential, benefiting both local economies and the global market.
