Wine in Nigeria

PROSPECTS

Off-trade remains the biggest channel for wine

Off-trade is the major channel through which wine is sold in Nigeria. Many consumers in the country make their purchases via grocery stores such as supermarkets and hypermarkets.

Average unit prices are set to remain stable

With the yet to be implemented higher excise tariff on alcoholic drinks and strong pressure by stakeholders in the industry on the government not to implement it, it is unlikely that unit prices will increase strongly in the forecast period. Wine is largely imported into Nigeria, and manufacturers which are concerned about consumers’ price sensitivity will ensure that there are no sharp or sudden price increases in order to maintain their shares and remain in business.

Economy brands drive growth

Economy brands dominate volume sales of wine in Nigeria. Brands such as Baron Romero and Baron de Valls are popular largely due to their affordability; hence, are expected to continue to drive growth.

COMPETITIVE LANDSCAPE

Ekulo Group of Cos leads wine in volume terms

Ekulo Group of Cos led wine in total volume terms in 2018. Being the major importer of wine in Nigeria, it holds the franchise for leading brands in the country, such as Baron de Valls, Baron Romero, Mouton Cadet, Moët & Chandon, B&G Cuvee Speciale, Dom Pérignon and Van Loveren.

Economy brands dominate

With still red wine being by far the biggest category within wine, and most economy brands found within this category, growth in overall wine was driven by economy brands in 2018. Still red wine is generally cheaper than white, and many consumers are introduced to wine through the cheap Baron Romero, Don Simon and Baron de Valls red wine brands.

Foreign brands dominate

Spain and South Africa are the leading countries importing wine into Nigeria. Whilst Carlo Rossi, a Californian brand, is one of the leading brands, South African brands make up at least a fifth of all wine brands sold in Nigeria, and are still growing well.

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