When Aline Rudasingwa talks about wine, she opens with the people, memories, and migrations that brought her to vineyards across Rwanda, Canada, France, and Arizona. The idea of home as something fluid and portable. Then she gets to the vineyards, because for her, wine is the thread connecting every version of her life across continents. She spent sixteen years in hospitality, ten of them deep inside fine-dining culture, where wine shifted from something she served to something she studied.
Those years turned into a philosophy, then a career, and eventually a company: Crus & Amala, her newly launched import and distribution business bringing biodynamic, terroir-driven wines to emerging African markets, starting with Kenya. Biodynamic wines rely on holistic farming practices that prioritize soil health and vitality. Terroir-driven wines highlight origin: the climate, the soil, the altitude, and the culture of the place they come from. Together, they form the foundation of Aline’s philosophy and the heart of the company she’s building across the continent.
As she explains, Africa’s wine market was valued at US$7.7 billion in 2024 and is growing at double-digit rates. The premium imported category, the one Crus & Amala operates within, represents only 8 to 10 percent of the market but is projected to double by 2030 as consumers move away from mass-market wines.
A Journey Built Across Continents
Aline was born in Rwanda and moved to Canada with her father after the genocide, spending over twenty years there. The experience of growing up between nations created a layered sense of identity that continues to inform her work today.
“Canada shaped me just as much as Rwanda did, and over the years I’ve also built a life across Europe and North America,” she reflects. “I’m not always sure where ‘home’ is anymore. These days, home is people. It’s wherever I feel calm and safe, and those people now live across all three continents.”
Her professional journey began inside the intensity of fine dining. She spent years navigating long shifts, studying relentlessly, and immersing herself in the discipline needed to reach a deeper level of expertise in wine. Those years became her foundation. They also introduced her to winemakers whose approach to farming and craftsmanship would influence not only her palate but also her values.
“The rigorous, values-driven producers whose wines have moved and inspired me — people who farm with integrity, respect their land, and create wines that feel alive with purpose. They shaped my palate, my philosophy, and ultimately, the vision for Crus & Amala.”
She began building Crus & Amala three years ago, motivated by a deep sense that the moment was right for her return to the continent. Coming back brought both culture shock and comfort, a mix of disorientation and recognition that felt like a true homecoming. The company has become her way of connecting the places that raised her with the future she wants to help shape, a bridge between continents, identities, and the evolving wine culture she believes Africa is more than ready to embrace.
Starting In Kenya, Scaling Across Côte d’Ivoire And South Africa
When Aline arrived in Kenya, she found a vibrant and rapidly evolving dining scene, alongside wine programs that were still developing. There was plenty of interest and enthusiasm, but limited access to wines that reflected farming philosophy or terroir. Her early observations made it clear that the market was shifting and that consumers were ready for something more thoughtful and intentional. She spent three years studying menus, talking to friends who had relocated to East Africa, and traveling repeatedly in search of the right partners. Then, she made a strategic decision.
“Kenya is my launch pad because it offers both opportunity and challenge,” Aline says. “It’s a fast-evolving market with a growing hospitality sector, but it’s also a place where infrastructure, supply chains, and consumer access are still developing. In many ways, it feels like a blank canvas — full of potential but requiring patience, resilience, and constant problem-solving. Building here forces us to be agile, creative, and very intentional, which ultimately strengthens the business.”
Her long-term strategy extends beyond Kenya into markets with a strong wine culture. Côte d’Ivoire and South Africa represent the next phase of growth. These are destinations where wine literacy is established, and consumers are eager for thoughtfully sourced labels. These markets complement Kenya’s potential by offering scale, stability, and mature distribution networks.
Aline shares, “Markets like Côte d’Ivoire and South Africa fit into our long-term strategy in a different way. These are more mature wine markets with consumers who are already knowledgeable, engaged, and comfortable with premium and terroir-driven wines. They understand value, they recognize craft, and they’re willing to invest in quality. From a business standpoint, these markets provide clearer pathways to scale, more established distribution networks, and a higher baseline of wine literacy.”
Making Biodynamic Wine Accessible
Biodynamic and terroir-driven wines often carry an air of mystery, especially for consumers new to the categories. Aline, however, sees this as an invitation. Her approach is grounded in accessibility and respect for the learning curve.
“Education starts with access. For a long time, consumers across Africa haven’t had consistent exposure to thoughtfully made wines, so part of my role is simply opening the door. I’m privileged to have strong connections and access in the wine world, and I want to use that to bring in wines that feel approachable, not intimidating.”
Her portfolio reflects this philosophy. Instead of leaning on status or exclusivity, she curates wines that communicate clarity and craftsmanship. Bright German whites, food-friendly Piemonte reds, Alpine wines shaped by altitude, Burgundy-inspired bottles, and grower Champagne all serve as introductions to terroir without overwhelming new drinkers.
“Our portfolio is intentionally built with entry-level, well-made, terroir-respectful wines at accessible price points – because that’s how you grow a market. From bright German whites to food-friendly Piemonte reds, high-altitude Alpine wines, Burgundy-inspired elegance, and even grower Champagne, there’s something for everyone. The focus is on clarity, purity, and craftsmanship, not complexity for complexity’s sake.”
For Aline, the heart of her work is about shifting the baseline of what wine can be on the continent. She wants consumers to feel confident choosing bottles that reflect integrity rather than price tags, and she believes that building a healthier wine culture starts with broad access to thoughtfully made wines.
“The real goal is to normalize quality – wines that are honest, transparent, and expressive without being out of reach.”
The Realities Behind the Business
Importing wine into African markets demands patience and capital. Temperature-controlled containers, regulatory hurdles, taxes, and building on-the-ground teams require major upfront investment. Aline is clear about this.
“I’ll be honest. This is bigger than I expected when I started. I may have aimed high, but at this point I can’t turn back, and I don’t want to. The market signals are clear. Demand is growing, and consumers are becoming more discerning. There is a real gap for thoughtfully sourced, terroir-driven wines presented with cultural respect. Someone has to build the bridge, and I’m committed to doing that work.”
Her GalaBid fundraising campaign supports logistics, expanded distribution, a full portfolio launch, local staffing, and experiential programming to build future Crus & Amala hubs. It marks the shift from vision to infrastructure, strengthened by the global community that helped shape her path.
Aline credits mentors such as Jeremy Seysses, who welcomed her into the vineyards of Morey Saint-Denis, and organizations like The Roots Fund, which continue to champion access and diversity in wine. Their influence grounds her work, and she now invites hospitality partners, mentors, and distributors to join her in shaping the future of African wine culture.
“If you’re a hospitality group, a mentor, a distributor, or someone who believes in the future of Africa’s wine culture – I’d love to build with you. This vision is bigger than me, and it will take a community to bring it to life.”
