Mia Wines & Spirits International

What Mia Wines & Spirits International does

Mia Wines & Spirits International, operating commercially as MARA Wines, is a privately held B2B wine producer and exporter founded in 2006 by the Sahi family. The brand is owned by African Sun Wines, with operational headquarters in Kenya and a production facility in Franschhoek, South Africa. The company has a headcount of 12 and operates a five-SKU product portfolio sourced from the Western Cape (Robertson and Swartland regions) covering still reds, white, sparkling wines, and sweet sparkling variants, all featuring distinctive Maasai bead artwork packaging produced in partnership with Kenyan women's groups.

The business model is exclusively B2B: the company sells only to importers and wholesalers globally, who in turn distribute to retailers and hospitality venues. In Kenya, distribution reaches end consumers through leading supermarket chains and tourist lodges and beach resorts. Pricing is quote-based and not publicly disclosed, with an additional revenue stream from custom brand development tailored to specific market requirements. The website is marawines.co.ke, supported by direct sales outreach and trade publication mentions emphasizing the African heritage brand positioning.

The company incorporates a social responsibility narrative through its bead production partnerships, where Kenyan women's groups (and Colombian Nuns at the Barsaloi Rescue Centre) produce the amulets decorating bottles, providing income and artisanal skill development. No financial metrics, funding rounds, AI capabilities, or management team data are disclosed in the available sources. The website's most recent visible content dates to 2020, limiting visibility into current operating cadence.

Name

Mia Wines & Spirits International

Legal name

Mara Wines International

Website

https://marawines.co.ke

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Mia Wines & Spirits International (MARA Wines) is a privately held B2B wine producer and exporter founded in 2006, sourcing South African Western Cape wines and selling exclusively to importers and wholesalers worldwide, with retail reach into Kenyan supermarkets and tourism hospitality.

Ownership category

akta.pro rank

Product category

Wine Production & Export

NAICS

Wineries (312130), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (42482)

SIC

Beverages (2080), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Wine & Sparkling Wine Wineries & Brands (CRADAIAB)

Keywords

• South African wine exports
• B2B wine distribution
• African heritage wine
• Custom wine branding
• Sparkling wine production

Headquarters

HQ city

Kenya

HQ country

Kenya

HQ region

Africa

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Others

Revenue model

1. Wine Sales (B2B): Primary revenue from selling wine products to importers and wholesalers globally. The company sells only to importers and wholesalers, who then distribute to retailers and end consumers.
2. Custom Brand Development: Revenue from developing custom wine styles, price points, packaging and labelling to suit particular markets or market segments. The company specializes in tailoring offerings to specific market requirements.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

Mia Wines & Spirits International, operating through the MARA Wines brand owned by African Sun Wines, produces and exports South African wines (red, white, sparkling, sweet sparkling, and rosé) sourced from the Western Cape's Robertson and Swartland regions. The company sells exclusively to importers and wholesalers globally, offering custom brand development (wine style, price point, packaging, labelling) tailored to specific market segments, with distinctive African Maasai bead artwork on bottles.

Product overview

Mara Wines International is a single-product wine brand portfolio offered by African Sun Wines. The product line consists of five distinct wines: MARA NYEKUNDU (red wine blend), MARA NYEUPE (white wine), MARA CELEBRATION (Méthode Cap Classique sparkling wine), MARA TAMU RED (sweet sparkling red), and MARA TAMU ROSÉ (sweet sparkling rosé). All wines feature distinctive African Maasai bead artwork on the bottles with real beaded amulets on the neck. The wines are sourced from South Africa's Western Cape winelands, specifically the Robertson and Swartland regions, with grapes hand-picked by experienced winemakers.

Differentiator

Problem solved

Functional benefit

Brands

• NYEKUNDU: Red wine blend of Merlot and Cabernet Sauvignon, Swahili for 'RED', with fruity aromas of plums, vanilla and blackcurrants
• NYEUPE
• MARA CELEBRATION
• MARA TAMU RED
• MARA TAMU ROSÉ

Products and services

• MARA NYEKUNDU Red wine blend of Merlot and Cabernet Sauvignon with fruity aromas of plums, vanilla and blackcurrants. Available in 750ml, 1.5L Magnum, and 250ml bottle sizes. The 2016 vintage is approachable and pairs with traditional Kenyan Nyama Choma, Asian curries, exotic game meats and steak.
• MARA NYEUPE White wine made from Chenin Blanc grapes, elegant and refreshing with well-balanced acidity and floral and ripe tropical fruit flavors. The 2018 vintage pairs well with fresh seafood and chicken.
• MARA CELEBRATION Methode Cap Classique sparkling wine celebrating Kenyan Independence, made from a blend of Chardonnay, Pinot Noir and Pinotage grapes. Features crisp acidity and rich fruit with fresh zestiness. Available in 750ml and 1.5L Magnum bottles.
• MARA TAMU RED Light sparkling red wine with hint of cherries and plum on the nose, followed by well-balanced sweetness on the palate. TAMU means Sweet in Swahili. Available in 750ml bottle.
• MARA TAMU ROSÉ Light sparkling rosé wine with intense nose of strawberries and citrus, creamy and smooth on the palate. TAMU means Sweet in Swahili.
• Custom Wine Brand Development Bespoke service for importers and wholesalers to develop wine style, price point, packaging and labelling tailored to specific markets or market segments, functioning as a private-label/OEM partner for international distributors.

Quantifiable outcome

• Wine became household name in Kenya with retail presence in leading supermarkets
• +1 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• Colombian Nuns (Barsaloi Rescue Centre)coreOthersColombian nuns running a rescue centre for destitute women in the remote northern region of Barsaloi, Kenya. These women produce the beaded amulets for MARA wine bottles, providing them with income and opportunities to rediscover lost indigenous artisanal skills.
• Kenyan Women's GroupscoreOthersWomen's groups within Kenya established to produce hand-made traditional African bead necklaces for wine bottle amulets. Due to demand outstripping the Barsaloi group's capacity, additional women's groups were established to meet production needs.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• KWV: One of South Africa's largest wine and spirits producers with extensive brand portfolio, global distribution, and category breadth. Comparable to MARA as a South African wine exporter with broader category and scale capabilities.
• Heineken Beverages (formerly Distell): Major South African alcoholic beverages producer with broad wine, spirits, and cider portfolio and global distribution. Comparable to MARA as a South African wine producer operating in the same retail and on-premise channels.

Direct peers

• Nederburg: Established South African wine producer in the Western Cape with extensive local and international distribution. Comparable to MARA in geographical sourcing (Western Cape grapes) and global B2B wine distribution model.
• Two Oceans: South African wine brand focused on entry-level, value-positioned wines distributed globally through established trade channels. Directly comparable to MARA in target consumer segment, price positioning, and export-driven B2B/wholesale model.
• Kumala: South African wine brand with broad international distribution and accessible price points. Comparable to MARA as an entry-level South African wine brand targeting global retail and on-premise channels.
• Stormhoek: South African-origin wine brand with quirky, story-driven marketing and global retail distribution. Comparable to MARA in novel brand positioning, value-tier pricing, and international market focus.
• Spier Wines: South African wine producer offering entry-level through premium wines with sustainability and social impact narratives. Comparable to MARA in Western Cape sourcing, broad portfolio structure, and B2B distribution.
• Ken Forrester Wines: South African wine producer in the Western Cape focused on Chenin Blanc and other varietals with international export presence. Comparable to MARA in Western Cape sourcing, B2B distribution model, and multi-market export operations.
• Robertson Winery: Large South African wine cooperative located in the Robertson region - one of MARA's specific grape sourcing areas. Highly comparable in production geography, value-tier positioning, and global export operations.

Regional players

• Kenya Wine Agencies (KWAL): Leading East African alcoholic beverage distributor and producer based in Kenya. Comparable to MARA as a Kenya-based alcoholic beverage operator serving the same East African retail and hospitality channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/mia-wines-spirits-international

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mia Wines & Spirits International