The Consorzio Vino Chianti heads to Nigeria: 'A historic step towards opening new routes for Italian wine'

For the first time, the Consorzio Vino Chianti is landing in Africa with its member wineries.

On 27 January 2026, the denomination will take centre stage in Lagos, at the Civic Centre, as part of the Top Italian Wines Roadshow organised by Gambero Rosso: an event that brings together trade professionals, media, importers and qualified operators in the wine sector.

The consorzio is travelling with a delegation of 13 wineries, which will have its own dedicated desk and around 30 Chianti DOCG labels. It is a presence that not only reflects the production strength of the denomination, but also its intention to invest in an emerging market.

“This is a true debut,” stresses Giovanni Busi, president of the Consorzio Vino Chianti, “and for us it represents a strategic moment: Africa is an area still waiting to be explored, where Chianti can grow steadily in the coming years.”

A masterclass is also planned in Lagos for local press and trade: seven Chianti DOCG labels will be tasted and presented by Marco Sabellico, editor of Gambero Rosso’s Vini d'Italia guide. The title, A contemporary journey through the great wine lands of Chianti, aims to showcase the modernity of a region that merges tradition with contemporary quality.

“Nigeria is discovering wine: import statistics show that demand is driven by people aged 20 to 40, with high incomes and high levels of education,” says Sabellico. “This opens up wide prospects for the growth of Italian wine—and in particular Chianti DOCG, one of our most appreciated denominations worldwide. But Nigeria, like all new markets, requires presence and above all education and information. The synergy between Gambero Rosso and the Consorzio Vino Chianti will deliver excellent results once again.”

This is not an entirely new contact for the Consortium: in 2024, two exploratory masterclasses were held, one in Lagos (Nigeria) and one in Luanda (Angola), although without the direct presence of the wineries. This time, the step is much more decisive.

“We’re returning after testing the ground,” continues Busi, “and we’re doing so by bringing our producers with us, because we believe that Nigeria represents one of the most interesting African markets.”

The context is indeed unique: a niche market of around 10 million potential consumers, but with very high spending power — three times higher than that of the Milan metropolitan area — and a way of consuming wine that is profoundly different from the European one. Bottles are opened at galas, ceremonies and high-profile events; serving temperature is not a cultural barrier; seasonality does not affect consumption, not even for red wine. A mode of consumption that creates space for identity-driven wines like Chianti, provided they are communicated and positioned correctly.

“Understanding local customs, respecting them, and building a true dialogue with importers and consumers: this is our goal,” Busi concludes. “We are going to Nigeria with enthusiasm and with the intention of opening a path that can already deliver concrete results in the short term."