Spain’s massive market share in Nigeria’s wine market will soon change, presenting opportunities for export growth into the market for South African producers.
This according to Wines of South Africa’s marketing manager, Matome Mbatha, who says Nigeria currently importes71% of its wine from Spain, and only 6% from South Africa.
“Spain dumps its cheap wine in Africa, but will soon lose its dominance as consumers are becoming more knowledgeable about wine and their palates are becoming increasingly sophisticated,” he said.
“Very soon demand for consistently high quality South African wines will be the order of the day.”
According to Mbatha there is growing appreciation of white wines in Nigeria, which see retailers giving whites more prominence than the 30% of shelf space they currently occupy.
Wine drinkers in Nigeria are getting younger – with the consumption moving from mostly men aged 40 to 60 to men and women aged 18 to 45.
Mbatha said that, in order to take advantage of these opportunities for export growth, South African brand owners needed to treat African markets with the same respect and commitment as they would developed markets.
“Repeat market visits by brand owners are also important to build longstanding and sustainable business relationships as these are huge driver of business in Africa in general,” he added.
“South African exporters often feel despondent about this market, but we need to understand the dynamics of doing business in Africa.
“It’s all about having a positive attitude, being patient, respecting the market conditions and embracing this market.”
South African white wine exports to Nigeria increased from 275 976 litres in 2016 to 279 979 litres in 2017.
Meanwhile, red wine exports declined from 815 102 litres in 2016 to 570 575 litres in 2017.
