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Areni Analysis: Is Fine Wine Ready for Africa?

As fine wine producers look for new markets, their gaze has, inevitably, fallen on the continent of Africa.

Africa, of course, is not one place; indeed, Africa is composed of 54 nations, compared to Europe’s 44. Anybody who talks about “Africa” rather than individual countries is doomed to get the story wrong; it would be like saying “I’d like to do business in Europe” — a business goal that’s so undefined as to be meaningless.

But it’s also true that many African nations have young, dynamic populations who are early adopters of everything from mobile technology to biotechnology, and who are as interested in fashion, technology and social media as their counterparts elsewhere. Countries that were once mired in civil war or corruption have become luxury destinations, attracting tourists who expect to enjoy fine wines on their travels.

Given this, the question isn’t “should fine wine consider Africa?” but “is fine wine ready for Africa?”

For its first Insights Series of 2022, ARENI gathered together experts to help shed light on the place once known as “the continent of the future”, which today is very much the place of opportunity.

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ARENI Insight Series are 60 to 90 minutes panel conversations gathering top experts and thought leaders. ARENI Insight Series are open to all. You can explore recordings of previous sessions and join us for our next conversation.

Picture by James Wiseman, Unsplash