Nigeria’s sweet wine market now valued at $420m annually, driven by Gen Z and millennials’ rising preference for fruity, easy-to-drink wines

Nigeria’s sweet wine market has surged to an estimated value of between $400 million and $420 million annually, fueled largely by a growing appetite for sweet, fruity wines among Gen Z and millennial consumers.

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This trend was disclosed by the CEO of TradeDepot, Onyekachi Izukanne, in a statement titled “Nigeria’s New Wine Drinkers: A Culture Shift in the Making”, issued on Monday in Abuja.

According to Izukanne, younger Nigerians — those under the age of 45 — now account for 70% of all wine consumption in the country, signaling a major cultural shift in beverage preferences and lifestyle habits.

“In Nigeria, every year we drink about 50 million bottles of wine,” he said.

“This growth is driven mostly by Gen Z and millennials, and 70% of our consumption is by people under 45 years. What’s even more interesting is that this growth is driven by a preference for sweet wines.”

The report notes that sweet wines are especially popular with younger drinkers because they’re “easier on the palate” and pair well with spicy foods, a staple of Nigerian cuisine.

The COVID-19 pandemic also contributed to a global 40% increase in sweet wine consumption — a spike that reflects changing global and local tastes.

In response to this demand, TradeDepot has partnered with Bosio Family Estates, a top Italian winery, to develop a line of sweet, high-quality wines tailored for West African markets.

“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,” Izukanne said.

Nigeria’s sweet wine boom is not only creating new retail opportunities, but also challenging local and international wine brands to innovate and rebrand their offerings.

“What we have identified is not only the opportunity,” Izukanne stated, “but also that there is a big gap for quality sweet wine to address this demand. So right there staring us in the face was an underserved market.”

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The partnership between TradeDepot and Bosio is expected to help bridge this market gap and set new benchmarks for wine accessibility, flavor innovation, and cultural fit in West Africa’s growing beverage sector.