Nigerian wine market opens to U.S. exporters, says industry leader

Victor Ikem, founder of Drinks Revolution Limited and a prominent figure in Nigeria’s wine and spirits industry, has identified the country as a prime opportunity for U.S. and California wine exporters. Speaking at the 2025 California Wine Tasting Tour Africa, held at the Marriott Hotel in Lagos, Ikem underscored Nigeria’s position as Africa’s fastest-growing economy and its increasing demand for international wine brands.

“Nigeria is a dynamic and rapidly expanding market with a growing consumer base that is increasingly receptive to international wine brands,” Ikem stated during his address. He added, “With the right strategy, U.S. and California wineries can carve out a strong presence here.”

Ikem, author of ‘Nigeria Wine and Spirits Market: Structure, Culture, and Regulation’, noted shifting global trade dynamics as a key factor boosting Nigeria’s appeal. He noted that rising tariffs and tensions between the U.S., Europe, and Asia have redirected attention to African markets. While European producers have long dominated Nigeria’s wine and spirits sector, Ikem sees room for U.S. brands to gain ground.

He outlined critical steps for success, saying, “Success in Nigeria’s wine market depends on more than just exporting products. It requires building relationships with trusted local importers and distributors, ensuring regulatory compliance—particularly with NAFDAC—and investing in brand building, product knowledge, and consumer education.”

Ikem also stressed the value of sustained effort, adding, “This is a market where collaboration and long-term investment will win over transactional approaches.”

Acknowledging challenges like logistics, shipping costs, and the need for reliable partners, Ikem maintained that the potential rewards justify the effort. He called for wine education initiatives, such as training and masterclasses, to deepen consumer appreciation of U.S. wines.

The 2025 California Wine Tasting Tour Africa, spanning Nigeria, Kenya, and South Africa, showcases over 150 wines from 15 award-winning California wineries, including regions like Napa Valley, Sonoma County, Monterey, and Paso Robles. The event connects producers with potential African distribution partners and trade participants.
Honore Comfort, Vice President of International Marketing at the California Wine Institute, expressed enthusiasm for the Nigerian market.

“We are excited about the opportunities in Nigeria and committed to offering the market high-quality wines that meet the standards for which California is known,” Comfort said. The tour seeks to build trade ties, introduce African markets to California’s wine diversity, and establish partnerships for long-term growth.