By Victor Owencho
Lagos emerges as strategic entry point for premium Italian labels as wine consumption surges among young, affluent Africans
LAGOS, Nigeria — In a move signaling Italy’s growing interest in Africa’s expanding wine market, prestigious food and wine authority Gambero Rosso brought its acclaimed Top Italian Wines Roadshow to Nigeria for the first time on January 27, 2026, drawing over 200 industry professionals and wine enthusiasts to Victoria Island’s Civic Centre.
The landmark event, which featured award-winning Italian wines rarely available outside select global markets, comes as Nigeria’s wine sector experiences what industry insiders describe as “astronomical growth,” driven by a young, educated consumer base with rising disposable incomes.
Marco Sabellico, editor of Gambero Rosso’s Vini d’Italia guide, noted that Nigeria’s wine demand is being led by consumers aged 20 to 40 with high income and education levels, presenting significant opportunities for Italian producers, particularly for recognized denominations like Chianti DOCG.
The roadshow marked the first official African visit for the Consorzio Vino Chianti, which brought 13 wineries and approximately 30 labels of Chianti DOCG to Lagos. This follows exploratory masterclasses the consortium conducted in Lagos and Luanda in 2024, underscoring a strategic, phased approach to entering the African market.
A Market in Transformation
Nigeria’s wine market, estimated at 28,000 metric tons annually, is shifting from its traditional preference for beer and spirits, with wine increasingly viewed as a sophisticated lifestyle choice. The transformation is particularly evident in urban centers like Lagos, Abuja, and Port Harcourt, where a bottle of wine on the table has become a mark of social status.
Italian Ambassador to Nigeria Roberto Mengoni emphasized food and wine’s role as cultural bridges during his keynote address, positioning Lagos as an emerging hub for global culinary dialogue and collaboration.
The event featured two intensive masterclasses—”A Contemporary Journey Through the Great Wine Lands of Chianti” and “Top Italian Wines”—led by Sabellico alongside Victoria Mulu-Munywoki, a respected wine consultant and advocate for African wine business, and Folakemi “FK” Alli-Balogun, founder of The Wine Club Lagos.
The curated walkaround tasting showcased Italy’s finest labels, offering participants rare access to top-tier wines that align with Gambero Rosso’s rigorous quality standards, known globally through its influential Tre Bicchieri awards.
Recognition for Local Excellence
The evening concluded with the Top Italian Restaurants Awards, honoring Nigerian establishments advancing Italian culinary culture:
- Kehinde and Taiwo Smith for Forno and The Smiths
- Chef Benedict of Osteria dei Nonni
- Filippo Inzirillo of Cactus & Farfallino Restaurant
Strategic Timing
While Italian wine currently represents about 6% of Nigeria’s total wine import value, trailing behind France and South Africa, the gap presents growth potential. The Gambero Rosso event serves as both a market validation exercise and a platform for Italian producers to establish relationships with Nigerian importers and distributors.
Victoria Mulu-Munywoki described the roadshow as crucial for boosting market confidence and trade-readiness, noting that such high-profile events create significant brand awareness beyond immediate attendees through social media and press coverage.
The Lagos event precedes a similar Gambero Rosso roadshow scheduled for Nairobi, Kenya, on January 30, highlighting Italy’s broader Africa strategy. While both markets show promise, Lagos consumption is dominated by sweeter wine styles compared to Nairobi’s preference for dry, fruit-forward profiles, requiring tailored approaches.
Nigeria’s wine landscape presents both opportunities and challenges. Economic volatility, currency fluctuations, and regulatory complexities can impact market entry. However, the country’s demographic advantages—including a rapidly expanding middle class projected to grow substantially as the population potentially doubles to 500 million by 2050—make it an increasingly attractive market for premium products.
The successful hosting of this prestigious event signals not only Nigeria’s growing sophistication in food and wine appreciation but also positions Lagos as a critical gateway for international brands seeking to establish presence in West Africa’s largest economy.
Source: I Grandi Vini – Il Consorzio Vino Chianti vola in Nigeria
