Chianti tests Nigerian market with first African mission

The Chianti wine denomination has made its first official appearance in Africa, with a promotional event held on January 27, 2026, in Lagos, Nigeria. The initiative was organised by the Consorzio Vino Chianti together with Gambero Rosso as part of the Top Italian Wines Roadshow, a format aimed at trade professionals, importers and specialised press.

The event took place at the Civic Centre and brought together wine tastings, educational moments and direct exchanges with a market that is still developing but considered strategically interesting. Thirteen Chianti producers took part, each with a dedicated desk, presenting around 30 Chianti DOCG labels and offering a broad overview of the denomination.

A central moment of the day was a masterclass aimed at journalists and wine professionals, featuring seven Chianti DOCG wines. The session was led by Marco Sabellico, editor of Gambero Rosso’s Vini d’Italia guide, and focused on a contemporary reading of the Chianti territory, highlighting how the denomination combines historical identity with modern styles and quality standards.

According to the Consorzio, Nigeria represents a niche but potentially significant market, with an estimated 8 to 10 million potential wine consumers and a high purchasing power. Wine consumption in the country is largely linked to formal events, ceremonies and high-profile social occasions, a context very different from everyday consumption patterns in Europe.

The Lagos initiative also marked a step forward compared to earlier exploratory activities carried out in 2024, when the Consorzio organised institutional masterclasses in Lagos and Luanda, Angola, without the direct involvement of producers. Bringing wineries on site, the organisation said, was essential to better understand distribution channels, consumer profiles and local habits.

The African debut in Nigeria fits into a broader medium- to long-term strategy that looks beyond traditional export destinations. Alongside countries such as India, African markets are seen as areas where building recognition for the Chianti denomination will require time, continuity and a sustained on-the-ground presence, rather than an immediate focus on sales volumes.

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