He began his journey at Vinimark, South Africa’s largest independent wine distributor, where he spent time in key roles—developing deep knowledge of retail sales, route-to-market strategy, customer management and distributor engagement. He then moved into the role of National Sales Manager at Robertson Winery, one of South Africa’s most prominent producers, where he led the nationwide sales force and helped develop the company’s commercial approach in a competitive domestic market.

Niel later returned to Vinimark as Export Manager, where he oversaw wine sales into Africa, the Middle East, and Eastern Europe. In this role, he built strong trade networks across multiple culturally distinct and regulation-heavy markets, navigating pricing, logistics, compliance, and customer relationships across borders. His leadership helped bring a diverse portfolio of South African wines into frontier markets, while building distributor confidence and long-term brand visibility.

Today, Niel brings that international expertise to his current work with the California Wine Institute, where he leads efforts to expand the presence and perception of California wines in Africa. He works closely with importers, media, hospitality partners, and California producers to develop market entry strategies, organize trade tastings and embassy activations, and educate stakeholders in markets such as Nigeria, Kenya, Ghana, Cameroon, and Mauritius. Whether advising California vintners on how to position their brands in Lagos, or collaborating with local sommeliers and retailers in Nairobi, Niel is known for his strategic clarity, grounded pragmatism, and deep respect for the cultural and commercial context of each market.

As California seeks to grow its footprint beyond traditional export zones, Niel van Velden remains a vital partner—helping producers think globally, act locally, and connect meaningfully with Africa’s fast-evolving wine landscape.

Wanjiru is the first Kenyan-certified WSET wine educator, holding Levels 2 and 3 certifications. She has taught over 600 students and consulted for top-tier hotels, embassies, and tourism agencies. A graduate of the University of Nairobi, she also holds business credentials from the UCT Graduate School of Business and Gordon Institute of Business Science, which inform her structured and analytical approach to building wine markets.

Her work includes close collaboration with Wines of South Africa (WOSA), Cape Wine Academy, and leading producers across Europe and the New World. Whether organizing sommelier championships, designing Kenya’s first Wine Week, or building wine lists for fine dining venues, Wanjiru approaches wine not just as a product—but as a medium for storytelling, hospitality, and cultural evolution.

A passionate ultra-marathon runner and cyclist, her discipline and endurance echo in her mission: to make wine more inclusive, exciting, and culturally rooted in the African context. She is a true connector between continents and cultures.

With over 15 years of experience in brand development, consumer engagement, and market entry strategy, Dr. Ikem’s career spans both multinational and African contexts. He previously served as a brand strategist for the Campari Group, later holding senior marketing roles at LG Electronics and Union Bank, before fully immersing himself in the wine trade.

Victor holds a Ph.D. in Development Communication, with advanced degrees in marketing and mass communication. In 2024, he authored the landmark book “Nigeria Wine and Spirits Market: Structure, Culture and Regulations”—the first comprehensive insider’s guide to Nigeria’s fragmented but fast-evolving alcoholic beverage space. The book is now referenced by importers, regulators, and wine producers alike as a blueprint for market entry and sustainable engagement in West Africa.

Dr. Ikem regularly speaks at global wine industry events, including Wine2Wine Verona, Best Value Vin de France, and California Wine Institute trade sessions. He is also a vocal advocate for policy reform and wine education in Nigeria, working closely with regulators like NAFDAC to streamline standards and protect consumer safety.

Charismatic and deeply pragmatic, Victor’s work is driven by a belief that wine can be a tool for culture, commerce, and community—and that Nigeria is poised to become a major player on the global wine map.