By Anifowoshe Oladipupo
Nigeria’s sweet wine market has surged to an estimated $420 million annually, driven largely by the tastes of younger consumers under 45.
According to TradeDepot CEO Onyekachi Izukanne, millennials and Gen Z now account for 70% of wine consumption in the country, with a strong preference for sweet, fruity flavors that pair well with spicy local dishes and are easy to enjoy solo.
The trend gained momentum globally during the COVID-19 pandemic, with a 40% increase in sweet wine consumption worldwide.
In Nigeria, it has reshaped the market and prompted brands to adapt.
Responding to this shift, TradeDepot has partnered with Bosio Family Estates, a renowned Italian winery, to launch a premium sweet wine crafted specifically for West African consumers.
The product was developed over 10 months, using feedback from local tastings across the region.
The move aims to fill a market gap and meet the growing demand for quality sweet wines among Nigeria’s youthful, evolving consumer base.
