With Nigeria’s elite increasingly looking to U.S. wines, the country’s role in the global wine industry is undergoing a transformation.
Nigeria has emerged as the largest African market for U.S. wines, with exports reaching $7.8 million in 2024—a 65% increase from the previous year.
Acting U.S. Consul General JoEllen Gorg disclosed this at a Lagos event marking the start of the 2025 Africa tasting tour.
“The United States is proud to offer the highest quality products to consumers around the world. California wines represent some of the best in the world. Home to over 5,000 wineries, most of them family-owned, multi-generational businesses, California makes over 80% of U.S. wine and ranks the 4th among world’s wine producers,” Gorg stated.
The surge in U.S. wine imports to Nigeria reflects broader lifestyle shifts among the country’s affluent and middle-class consumers.
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Historically, South Africa has been Africa’s dominant wine producer, with Nigerian wine consumption largely driven by imports from France, Spain, and Italy.
However, Nigeria’s increasing demand for premium wines suggests a diversification of tastes and a deeper penetration of Western lifestyle trends, particularly among urban elites and expatriate communities.
Nigerian analyst Oluwaseun Obilana attributes this trend to Nigeria’s expanding middle class and the rising influence of Western dining culture.
“The Nigerian consumer today is more cosmopolitan than ever. Wine has moved beyond special occasions and religious functions to become a staple in social gatherings, business events, and fine dining experiences,” he explains to FORBES AFRICA.
Traditionally, Nigeria’s alcoholic beverage market has been dominated by beer and spirits, particularly locally brewed options and imported cognac. However, Obilana notes that young professionals and high-net-worth individuals are increasingly embracing wine as a symbol of sophistication and status. “There’s a perception shift. More Nigerians now view wine as a lifestyle choice rather than just a drink,” he adds.
Beyond consumer trends, the economic landscape has played a role in reshaping Nigeria’s wine market.
Kolawole Oyebola, an economic analyst, highlights that the depreciation of the naira has made European wines less accessible, while U.S. wines—particularly from California—have been aggressively marketed as premium yet relatively affordable alternatives.
“The dollar’s strength and the cost of importing from traditional wine hubs like France and Italy have pushed retailers and consumers to explore other options. American wineries have capitalized on this by targeting Nigeria’s hospitality sector and high-end retail outlets,” Oyebola explains to FORBES AFRICA.
The Africa tasting tour, which also includes stops in Nairobi, Kenya, and Cape Town, South Africa, is part of broader efforts to establish U.S. wines as a formidable competitor in a market that has long been shaped by European dominance.
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