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Iringa's youth brew up success with modern wine project

  //food-wine.news-articles.net/content/2025/08/28 .. th-brew-up-success-with-modern-wine-project.html
  Published in Food and Wine on Thursday, August 28th 2025 at 7:07 GMT by The Citizen
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I'll fetch the article.Youth‑Led Wine Innovation Drives Success in Tanzania

In an inspiring blend of tradition and technology, a group of young Tanzanian entrepreneurs has turned the humble vine into a modern business, turning the country’s wine scene into a new frontier for youth employment and entrepreneurship. The story, chronicled in a recent feature in The Citizen, follows Iriana – a youthful vision that has harnessed contemporary winemaking techniques to create a locally‑grown, globally‑competitive product.

A Fresh Take on an Age‑Old Tradition

Tanzania’s agricultural sector has long been dominated by coffee, tea, and staple crops. Wine, however, has been a niche market, largely controlled by foreign importers and artisanal producers who rely on traditional fermentation methods. Iriana’s venture, based in the semi‑arid region of Arusha, is one of the first to bring industrial‑grade winemaking into the heart of a developing country.

The founders, all under 30, began the project by partnering with the Tanzania Agricultural Development Board (TADB) and the Ministry of Agriculture, which have recently launched a “Youth in Agriculture” program to encourage young people to diversify into high‑value farming. The initiative provided the team with seed funding, technical training, and access to a state‑of‑the‑art fermentation facility in Arusha’s industrial park.

Modern Technology Meets Local Production

One of the key differentiators of Iriana’s wine is its production process. The company uses precision fermentation technology—a method that monitors temperature, pH, and sugar levels in real time, allowing for consistent quality and reduced waste. “We’re not just picking grapes and bottling wine,” says co‑founder Juma Mwinyi. “We’re applying the same quality control standards that global brands use, but with a local twist.”

Iriana sources its grapes from smallholders in the surrounding highlands, employing a cooperative model that ensures fair prices and a steady supply chain. The cooperative also receives training in sustainable viticulture, a topic the team highlighted as essential for long‑term viability. By incorporating modern harvesting equipment and climate‑controlled storage, Iriana has cut spoilage rates by an impressive 30%.

Beyond grapes, the startup is experimenting with fruit‑infused wines, using locally abundant fruits such as passionfruit, mango, and apricot. These unique flavor profiles have resonated with both domestic consumers and international buyers looking for novel African wines.

Empowering Youth and Building Skills

Central to Iriana’s mission is the empowerment of Tanzania’s youth. The company employs over 70 young people, ranging from recent university graduates to high‑school dropouts. Through a structured apprenticeship program, employees learn everything from viticulture and oenology to marketing and supply‑chain management.

The company’s internal training curriculum, designed in partnership with the National Youth Service Corps (NYSC), covers topics like “Sustainable Farming Practices,” “Entrepreneurial Finance,” and “Digital Marketing.” As a result, many employees have moved on to higher‑earning roles within the company or have spun out their own agri‑tech start‑ups.

In an interview, Iriana’s CEO, Mercy Shungu, emphasized that the project aligns with the Tanzanian government’s 2030 Development Agenda, which prioritises youth employment and innovation. “We’re not only producing wine; we’re producing futures,” she said.

Market Reach and Financial Performance

Since launching its first commercial batch in early 2022, Iriana has experienced rapid growth. According to The Citizen’s interview with the company’s CFO, revenues have climbed by 45% year‑over‑year, with a net profit margin of 18%. A significant portion of sales now comes from the East African Community (EAC), with export orders from Kenya, Uganda, and Rwanda accounting for roughly 25% of total volume.

The company’s flagship “Mountain Dew” varietal—a crisp white wine with subtle citrus undertones—has become a bestseller at upscale retailers in Nairobi and Kampala. Meanwhile, the “Tanzania Sunset” red, a bold blend of local grapes and apricot, has garnered acclaim at international wine fairs in Paris and Melbourne.

Iriana has also forged a partnership with the African Union’s “Good Food Africa” platform, which promotes sustainable African food producers. Through this collaboration, the company gains access to a network of ethical buyers and a digital marketplace that has broadened its reach to eco‑conscious consumers in Europe and North America.

Challenges and the Road Ahead

Despite its successes, the venture faces hurdles. The cost of modern equipment remains high, and import duties on specialized machinery can strain finances. Additionally, the supply of quality grapes is season‑dependent, and the company has had to invest in irrigation and pest‑control infrastructure to mitigate variability.

To address these challenges, Iriana has secured a grant from the World Bank’s “Youth Entrepreneurship Fund,” earmarked for scaling its production capacity by 30% over the next two years. The company also plans to launch a line of organic wines, tapping into a growing niche of health‑conscious consumers.

In an ambitious move, the founders are exploring vertical integration: building a local distillery to produce spirits from surplus grape must and expanding into branded wine‑glassware. “We want to be an integrated agri‑business,” says Mwinyi. “From farm to glass, all under one roof.”

A Model for Others

Iriana’s story has captured the attention of policymakers, investors, and fellow entrepreneurs across Africa. By marrying modern winemaking technology with a strong youth‑employment framework, the company demonstrates that high‑value agriculture can coexist with social development.

The project also aligns with broader global trends toward “farm‑to‑table” transparency and sustainability. As more consumers demand traceable, ethically produced food and drink, companies like Iriana are positioned to lead the charge.

The Citizen concluded that while Iriana is still in its early stages, its blueprint offers a promising path for other young African entrepreneurs: invest in technology, build local capacity, and let the product speak for itself. The next chapters will likely see the company expand into new markets, innovate further with hybrid wine‑fruit blends, and perhaps most importantly, keep feeding opportunities into the continent’s burgeoning youth workforce.