The Chianti Wine Consortium is set to make history with its first official mission to Africa, marking a new chapter in the international expansion of one of Italy’s most iconic wine denominations.
On 27 January 2026, Chianti DOCG will take center stage in Lagos, Nigeria, at the Civic Centre, as part of the Top Italian Wines Roadshow. The event brings together wine professionals, specialized audiences, journalists, importers, and qualified trade operators.
The Consortium will be represented by a delegation of 13 wineries, featuring a dedicated desk and approximately 30 Chianti DOCG labels. The initiative reflects not only the denomination’s production strength but also a clear commitment to investing in an emerging market. “This is a true debut,” said Giovanni Busi, President of the Chianti Wine Consortium. “For us, it represents a strategic moment: Africa is a territory yet to be explored, where Chianti can grow steadily over the coming years.”
EDUCATION AS A MARKET ENTRY TOOL
A key highlight of the Lagos program is a masterclass designed for local press and trade professionals, featuring seven Chianti DOCG wines. Titled “A contemporary journey through the great wine lands of Chianti”, the masterclass aims to showcase the modern identity of a territory that blends tradition with contemporary quality.
FROM EXPLORATION TO ACTION
This is not the Consortium’s first engagement with Africa. In 2024, two exploratory masterclasses were held—one in Lagos (Nigeria) and one in Luanda (Angola)—though without the direct participation of wineries. This time, the approach is more decisive. “We are returning after testing the ground,” Busi added, “and we are doing so by bringing our producers with us, because we believe Nigeria represents one of the most interesting African markets.”
A NICHE MARKET WITH STRONG SPENDING POWER
The Nigerian wine market presents unique characteristics. It is a niche market of around 10 million potential consumers, but with very high purchasing power—three times higher than the Milan area. Wine consumption habits also differ markedly from Europe: bottles are typically opened at galas, ceremonies, and formal events; serving temperature is not a cultural barrier; and seasonality does not affect consumption, even for red wines.
These dynamics create opportunities for identity-driven wines such as Chianti, provided they are communicated and positioned effectively. “Understanding local customs, respecting them, and building a genuine dialogue with importers and consumers—that is our goal,” Busi concluded. “We are going to Nigeria with enthusiasm and the ambition to open a pathway that can deliver tangible results even in the short term.”
With its Lagos debut, the Chianti Wine Consortium signals a clear intent: Africa is no longer just a prospect, rather a strategic frontier for the future of Italian wine.
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