Germany is looking to Nigeria and other West African markets as new destinations for its wine producers, German Consul General in Lagos, Daniel Krull, has said.
Speaking at a wine tasting event at the German consulate in Lagos on Tuesday, Krull said German winemakers were exploring new markets as wine consumption in Europe stagnates, with Nigeria offering opportunities because of its growing interest in sparkling wine.
“I think the starting point is that the wine consumption in Europe is stagnating, and so our winemakers are reaching out to new markets, and West Africa is looking as a very promising market, considering the important consumption of sparkling wine, for example in Lagos in particular,” he said.
“I heard it’s one of the highest per capita in the world, so that of course caught the interest of German winemakers as well, who are also producing sparkling wine for international regulations.”
He said the German Consulate is supporting efforts to introduce wines from Rheinland-Pfalz, Germany’s largest white wine-producing region, to Nigerian consumers.
“This is probably the very first professional wine tasting, the tasting of German wines from Rheinland-Pfalz. Rheinland-Pfalz is a state in Germany and Rheinland-Pfalz is the largest white wine producing region in my country,” Krull said.
He said three German winemakers were participating in the event online to present their wines and explore potential customers and distributors in Nigeria and West Africa.
“We have three winemakers here tonight with us online, and they are presenting three wines from their production, hoping also to find future customers here in Nigeria, getting them interested in the wines – the white wines, and the red wines and the sparkling wines – and also hoping to reach out to potential distributors who are interested in distributing the wines to Nigeria and West Africa,” he said.
Krull also explained that German sparkling wine, known as Sekt, could offer another opportunity in the Nigerian market.
“We are not allowed to call it champagne, but it is a sparkling wine built in the same tradition as the champagne. We call it Sekt in German, but it’s like a sparkling wine. You can also find it from Spain or others,” he said.
The Consul General said the German Consulate hopes the initiative would generate interest among Nigerian consumers and potential business partners.
“We as German Consulate are supporting this industry from Germany, and we hope that we will find many interested customers in the country,” Krull said.
Dr Victor Ikem, Managing Director of Drinks Revolution, a Nigerian wine and spirits import, distribution and marketing company, said German wines could fit well into the Nigerian food market.
“German wines are unique in the sense that they are exceptionally good for especially Nigerian dishes.”
He said German wines, particularly Riesling, offers opportunities for Nigerian consumers because of their suitability for local cuisine.
“Food pairing for Nigerian food with German wine is excellent, and I do look forward to how we can experiment that and do a lot of masterclass sessions to show Nigerian restaurant owners, Nigerian consumers, how to pair German wines with Nigerian food.”
Ikem also said consumer education would be important in improving the acceptance of German wines in Nigeria.
“I think we have very excellent collection of German wines here being showcased, and I do hope that more will be done to also improve market acceptability for them. It’s about education, wine education, so consumption doesn’t always happen out of instinct.”
Marilyn Rapu, Director General of the Nigerian-German Chamber of Commerce, said the event provided an opportunity to connect German wine producers with Nigerian businesses and consumers.
“This is such a brilliant platform to introduce members to this company.”
She said Nigeria’s large consumer market and growing events industry could provide opportunities for German wine distributors.
“Wine is something that Nigerians like to buy, and with all the big weddings and all the multi billion dollar industry that the weddings are becoming in Nigeria, it’s important that we showcase this kind of thing, and let Nigerian distributors or wine lovers know that this kind of wine is available for sale, or can be distributors of this kind of wine.”
Rapu said interest from German businesses in Nigeria is growing, with businesses seeking information about the Nigerian market and its consumers.
“We’re getting a lot of interest in inquiries about Nigeria, about customers, what customers want, what businesses are looking for. And then with the shared number of people in Nigeria, it always makes such business sense to do business with Nigeria.”
The wine tasting brought together representatives of German wine producers, Nigerian businesses and other stakeholders as efforts continue to create links between the German wine industry and the Nigerian market.
Erizia Rubyjeana
Follow us on:
