WITH an ambitious plan to transform Nigeria from a wine-consuming nation into a wine-producing powerhouse through support for local farmers and improved industrialisation, prominent distribution and data-driven consumer goods company, Trade depot, has unveiled a new product into the Nigerian market.
This initiative, in collaboration with prestigious Italian winemaker, Bosio Family Estates, aims to deepen wine culture in Nigeria by fostering domestic grape cultivation while expanding the footprint of Amabile di Rosa, a new sweet wine tailored to Nigerian tastes. Speaking in Lagos, TradeDepot Chief Executive Onyekachi Izukanne, highlighted their commitment to developing local vineyards. The crucial step, according to him, will involve laying the groundwork to cultivate grape varieties specifically suited to Nigeria’s unique conditions.
By fostering vineyard projects , Onyekachi said they seek to not only reduce Nigeria’s reliance on imported wines but also create significant job opportunities for young people and stimulate economic growth. According to him, the company also plans to explore the use of local fruits such as mangoes to manufacture high-quality, tasty wines, further diversifying the domestic production base. He explained that their foray into wine distribution comes on the heels of their data-driven insights.
He indicated that they observed a sharp uptick in sweet wine consumption, driven largely by younger drinkers under 45. According to him, preferences are shifting toward wines that are easier on the palate, often sweeter and pair well with Nigeria’s spicy cuisine. He added that the pandemic further accelerated this trend, with a global spike in sweet wine sales influencing local tastes. “Young people are redefining wine consumption. With over 50 million bottles consumed annually and a market value exceeding $420 million, we see both a consumer revolution and an industrial opportunity.”
Recognising this demand, he indicated that TradeDepot launched Amabile di Rosa, balancing sweetness with sophistication and born from a rigorous development process spanning nearly a year in partnership with the Bosio family in Italy. “We didn’t just pick a product off the shelf.We collaborated with one of Italy’s most respected wine families, iterated based on feedback from consumers in Nigeria and across West Africa and crafted something truly unique,” he said.
With an immediate focus on the Nigerian market, he said their long-term vision aims to not only meet domestic demand but also position Nigerian-made wines for export across West Africa and globally, further boosting the nation’s economy and creating a new avenue for regional trade.
A key focus of the partnership is support for local farmers to develop farms and vineyards to establish a wine production base within Nigeria. According to him, they are laying the groundwork to groom farmers to cultivate wine producing varieties suited to local conditions. The long term goal, he said is to empower local farmers, create jobs and reduce Nigeria’s reliance on imported wines in the long term. He said the project would help a lot of young people as jobs will be created and the economy will grow. He reiterated that the collaboration with Bosio Family Estates is central to this vision.
Director, Bosio Family Estates, Francesco Bosio, who was present at the event, also echoed this vision and excitement.
