Nigerians spend N41bn on champagne annually
Nigeria spends an average of N41.41 billion on champagne yearly, according to a report by Euromonitor International.
report indicates that Nigeria is the second fastest growing market in
the world for champagne, noting that between 2006 and 2011, it achieved a
compound annual growth of 22 percent.
consumption reached 752,879 bottles (75cl) in 2011, higher than
consumption in Russia and Mexico; therefore, placing Nigeria among the
top 20 champagne markets in the world.
In 2010, Nigeria consumed
about 593,000 bottles, the highest consumption in Africa. The closest to
this figure was South Africa, another country that has been identified
as an emerging market for luxury goods, in addition to Nigeria. South
Africa’s champagne consumption was 384,000 bottles in 2010.
champagne consumption is quite big,’’ says Charles Armand de Belenet,
global marketing and communications director, at Pernod’s GH Mumm and
Perrier Jouet Champagne brands, saying “we are building our network here
and it is one of the most attractive places for us at the moment.”
took the European markets by surprise that Nigeria could rank that high
in global champagne consumption. Looking at the list of the markets
expected to post the strongest gains in total champagne volumes over
2011-2016, France tops the list followed by United Kingdom. Brazil and
China are not missing out so are the United States and the upbeat
“However, what did come as a surprise was
Nigeria’s second place in these global rankings,” says Spiros
Malandrakis, senior alcoholic drinks analyst at Euromonitor
International, in a keynote presentation at the 2012 Champagne Assembly
held in London.
“And the audience’s disbelief was palpable.
No-one challenged the data directly and yet many seemed to politely take
it with a grain of salt - if only in the light of the dominant,
overoptimistic analytical perspective that sees the European debt-crisis
saga coming to a happy ending by the end of 2012. Why bother with
Nigeria anyway if Europe was about to start popping bottles again in the
immediate future?” he says.
Be that as it may, Nigeria’s place
in the global consumer market for champagne may have come to stay. The
Rose varietals and vintage have been in demand in Nigeria, hence,
analysts believe this will increasingly inform the industry direction in
A visit to the Tiamiyu Savage office of Ekulo Wine World
shows that a bottle of Rose champagne is sold for N77, 000, while
Demi-set brand is N55, 000 per bottle. Krug and Crystal brands fall
among the most expensive, with a bottle going for N165, 000 and N275,
It is not only European wine producers that
are looking into the Nigerian market, distillers from South Africa are
also catching in. Wines of South Africa (WOSA), an association of South
Africa’s wine exporters, has also seen Nigeria as a promising market.
of the global luxury brands have entered the Nigerian market,” Su
Birch, CEO of WOSA, tells Euromonitor International, “and these include
several famous-name spirits, as well as champagne brands whose products
are being welcomed by the country’s affluent consumers. We know
anecdotally from a number of South African producers that there is a
robust appetite for premium wines.”
According to the Euromonitor
International data, wine consumption in Nigeria grew from 18.8 million
litres in 2006 to 44.3 million litres in 2011. This is expected to
increase by 80.4 percent, that is, 79.9 million litres by 2016.
Gbadamosi, a former economic adviser, says the Nigerian wine industry
can blossom even though grapes are not grown in the country. For him, it
is not about production of alcoholic wines, fruit wines can be
“Grapes are not grown here, but they can be
imported. If those distillers can penetrate the Nigerian market then we
must begin to look at ourselves rather than what others are doing,” he