TradeDepot Unveils Sweet Wine Innovation, targets $420m Nigerian Market Growth
With a bold vision to transition Nigeria from a wine-importing nation into a producer with global competitiveness, consumer goods distribution giant TradeDepot has introduced a new wine brand into the market as part of efforts to deepen wine culture and strengthen local production.
The initiative, launched in partnership with renowned Italian winemaker Bosio Family Estates, brings Amabile di Rosa, a sweet red wine designed specifically for Nigerian palates. Beyond expanding consumer choice, the collaboration aims to establish a foundation for domestic grape cultivation, laying the groundwork for a homegrown wine industry.
Speaking at the unveiling in Lagos, TradeDepot Chief Executive Onyekachi Izukanne emphasized that the company’s long-term plan involves cultivating grape varieties suited to Nigeria’s unique climate. He explained that by supporting vineyard projects across the country, the initiative would reduce Nigeria’s heavy reliance on imported wines, while creating significant employment opportunities for young people and stimulating economic growth.
He further revealed that TradeDepot is exploring the possibility of using indigenous fruits such as mangoes to produce high-quality wines, a move that would diversify Nigeria’s production base and strengthen its competitive advantage. “Young consumers are redefining wine culture,” Izukanne said, noting that data-driven insights revealed a sharp rise in demand for sweet wines among Nigerians under 45.
According to him, this demographic shift—accelerated by global trends during the pandemic—has driven up annual wine consumption to more than 50 million bottles in Nigeria, with the market valued at over $420 million. “We see both a consumer revolution and an industrial opportunity,” he added.
Amabile di Rosa, which took nearly a year of product development and testing, was crafted with direct input from Nigerian consumers in partnership with the Bosio family. The wine is positioned to balance sweetness with sophistication, pairing well with Nigeria’s spicy cuisine and aligning with evolving local tastes.
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The company’s long-term ambition is to build Nigeria’s capacity to not only meet domestic demand but also position locally made wines for export across West Africa and global markets, thereby contributing to foreign exchange earnings and regional trade.
A core aspect of the initiative is its focus on empowering farmers. TradeDepot revealed that training programs and vineyard development projects are in the pipeline to equip local farmers with the skills to grow grape varieties adaptable to Nigeria’s conditions. By doing so, the company hopes to foster a sustainable agricultural base that supports the nation’s wine industry.
Director of Bosio Family Estates, Francesco Bosio, who attended the launch, expressed excitement about the collaboration, describing it as a step toward creating a new frontier for Nigerian agriculture and winemaking. He reiterated the Italian winemaker’s commitment to sharing expertise that will help build a viable domestic wine sector.
