Nigeria’s wine industry is experiencing a major shift, with sweet wines now dominating consumer preferences—thanks largely to younger Nigerians. The market, currently valued between $400 million and $420 million yearly, is enjoying consistent growth as Gen Z and millennials redefine the drinking culture in the country.
This development was made public by the Chief Executive Officer of TradeDepot, Onyekachi Izukanne, in a statement titled “Nigeria’s New Wine Drinkers: A Culture Shift in the Making.” The statement was released on Monday in Abuja and sheds light on the changing trends in wine consumption among Nigerians under the age of 45.
According to Izukanne, Nigeria now consumes around 50 million bottles of wine each year, and this number is steadily increasing. What is especially striking, he said, is that about 70 per cent of that consumption comes from people under 45 years old—a clear indicator that younger generations are shaping the wine industry’s future in Nigeria.
“Wine is an interesting category. In Nigeria, every year we drink about 50 million bottles of wine. So, Nigeria is a $400m to $420m wine consumption market every year. The volumes keep growing year on year, and this growth is driven mostly by Gen Z and millennials,” Izukanne said.
He further explained that these young Nigerians are moving away from traditional dry wines and are more inclined towards sweet, fruity varieties. This trend aligns with their modern lifestyles, food preferences, and social habits. “What is interesting is that this growth is also driven by a preference for sweet wines,” he added.
Izukanne pointed out that the sweetness of these wines makes them easier to enjoy, especially for casual drinkers. He said they pair well with spicy local meals and are suitable for social occasions, whether shared among friends or consumed alone. “They’re easier on the palate, sweeter and they’re more compatible with spicy food or great for drinking alone,” he stated.
To tap into this rising demand, TradeDepot has partnered with Bosio Family Estates, a well-known Italian winery, to launch a high-quality sweet wine specifically designed for the West African market. This partnership aims to provide Nigerian consumers with a product that not only satisfies their taste but also meets international quality standards.
During the development phase of this new product, TradeDepot and Bosio Family Estates spent 10 months testing flavours, adjusting wine blends, and collecting feedback from consumers in Nigeria, Ghana, and other countries in West Africa. The effort was targeted at crafting a wine that matches local tastes while maintaining the depth and richness expected of top-tier wines.
“We saw a big gap for quality sweet wine to address this demand. So right there staring in our face was an underserved market,” Izukanne said. “Over a 10-month development period, the teams tested flavours, adjusted blends, and gathered feedback from consumers in Nigeria, Ghana, and other West African countries.”
The shift in Nigeria’s wine culture is also linked to global trends. Izukanne mentioned that sweet wine consumption globally rose by 40 per cent during the COVID-19 pandemic. This increase, coupled with Nigeria’s youthful population and rising disposable income among urban dwellers, suggests that the sweet wine category will continue to flourish.
With a large percentage of the population under the age of 30 and urbanisation continuing across major cities like Lagos, Abuja, and Port Harcourt, sweet wine is becoming a preferred beverage choice at weddings, parties, and casual hangouts.
Experts believe that as more international wine producers take notice of the Nigerian market’s potential, competition will increase, and consumers will have access to a wider range of high-quality sweet wines.
TradeDepot’s move to align with this cultural change shows that understanding local preferences is key for brands that want to thrive in emerging markets like Nigeria. As wine drinking becomes more mainstream among Nigerian youth, brands that offer affordability, quality, and appealing flavour profiles are likely to lead the market in the coming years.
