Chilean wine brand Frontera has officially launched its new Frutal Collection in Kenya, unveiling a vibrant range of fruit-forward wines designed to capture the energy of modern social lifestyles.
The launch positions the globally recognised wine brand to strengthen its presence in Kenya’s growing lifestyle and hospitality market, especially among young, experience-driven consumers.
A Bold Shift Toward Social and Casual Wine Experiences
Branded under the tagline “Sweet Vibes,” the Frutal Collection introduces a colourful selection of wines with sweet, fruit-driven profiles designed for relaxed and informal occasions such as picnics, potlucks, and outdoor gatherings.
According to the company, the new range is crafted to reflect changing consumer preferences, particularly among young adults who are embracing more casual and flexible ways of enjoying wine.
The collection can be enjoyed chilled, poured over ice, or used as a base for creative drinks such as sangria, positioning it as a versatile option for social occasions.
Designed for a New Generation of Consumers
Speaking at the launch, Meera Karia, Director of Business Development at Viva Global, said the collection is designed to align with modern consumers’ lifestyles.
“With the Frutal Collection, we aren’t just launching a wine; we’re bottling a mood. We know our audience—they are the hosts of legendary potlucks, the architects of the perfect sunset picnic, and the creators of DIY cocktail trends online,” she said.
She added that the goal was to deliver a product that reflects vibrancy, creativity, and social connection.
Responding to Changing Hosting Trends
The Frutal Collection comes amid a growing shift in Kenya toward informal home entertaining and outdoor social experiences, particularly among consumers aged 21–35.
The range is positioned as a versatile offering, suitable for different occasions:
- The Picnic Essential: Light and refreshing for outdoor relaxation
- The Mixologist’s Canvas: Designed for DIY cocktails with fruits, herbs, and soda
- The Potluck Hero: A sweet, crowd-friendly option that complements diverse foods
Immersive Launch Experience in Nairobi
To mark the introduction of the new collection, Viva Global hosted an exclusive Sweet Vibes Garden Soirée in Nairobi. The event brought together influencers, lifestyle creators, and industry guests for an immersive experience centred on taste, colour, and social interaction.
Guests participated in live sangria stations, themed picnic lounges, and interactive product showcases designed to bring the Frutal Collection concept to life.
Nationwide Rollout Across Key Retail Channels
The Frutal Collection is now rolling out across Kenya through major retail and distribution channels, including Chandarana Foodplus, Naivas supermarkets, leading wines and spirits outlets, and major e-commerce platforms.
The expansion is expected to strengthen Frontera’s footprint in the Kenyan market as demand for lifestyle-oriented beverage experiences continues to grow.