TradeDepot launches Amabile in boost for Nigeria’s $420m wine industry

TradeDepot, a leading distribution and data intelligence company for consumer goods in Africa, has launched Amabile di Rosa, a premium line of sweet wines crafted in partnership with Italy’s Bosio Family Estates.

The launch marks TradeDepot’s strategic entry into the beverage space and signals a new chapter in the evolution of wine culture in Nigeria.

At the official unveiling in Lagos, TradeDepot executives described the move as the outcome of a data-led discovery of a high-growth opportunity in the Nigerian wine market—particularly among younger consumers who favour sweet, easy-to-drink wines.

“We are a data company,” said Onyekachi Izukanne, chief executive officer, TradeDepot. “Our approach is always to understand what is happening in the market and what should be happening. The data showed us a massive opportunity for quality sweet wines, especially driven by Gen Z and millennial preferences. That’s what led us on this journey.”

Izukanne revealed that over 50 million bottles of wine are consumed in Nigeria annually, with the market estimated at $420 million.

“Nigeria represents a $400–$420 million wine market. Consumption continues to grow year-on-year, fuelled largely by individuals under 45 years old who show a strong preference for sweeter wines. This trend accelerated during the COVID-19 pandemic, which saw a global 40 percent increase in sweet wine sales,” he stated.

“Understanding this shift, TradeDepot identified a significant market gap: a lack of quality sweet wines tailored to the Nigerian palate. To address this, the company partnered with Bosio Family Estates in Italy’s renowned Piemonte region—home to globally celebrated aromatic wines like Moscato.

“Amabilie di Rosa is the result of a meticulous 10-month product development journey involving multiple iterations and consumer tastings across Nigeria, Ghana, and other African markets. The wine is crafted from premium Moscato grapes, balancing sweetness and complexity to appeal to both seasoned wine lovers and new drinkers,” he explained.

Francesco Balocco, export manager at Bosio Family Estates, shared the legacy behind the collaboration.

“Our winery was founded in 1967 by Egidio Bosio and is now run by the third generation of our family. We’ve spent decades perfecting sweet wines. Working with TradeDepot allowed us to bring that expertise into a new, exciting context. We’re proud of the result.”

The name Amabilie comes from the Italian word for ‘friendly,’ reflecting both the wine’s welcoming taste and the friendships that inspired its creation.

According to Izukanne, the name pays homage to Rose, an Italian sommelier who first connected TradeDepot with the Bosio family, and to the collaborative spirit that underpinned the project.

“Some people take wine too seriously,” he said. “We take friendship seriously. Amabilie di Rosa is a celebration of togetherness—whether it’s over a special occasion or a casual evening with loved ones.”
With the successful launch of Amabilie di Rosa in Nigeria, TradeDepot plans to scale distribution across the African continent and potentially to other global markets. The company sees the product as not just a wine, but a cultural connector.

“This is more than just a bottle on a shelf,” Izukanne said. “It’s a story of friendship, taste, and the power of data to drive innovation.”

Ignatius Akpabio, chief growth officer at TradeDepot, highlighted the brand’s early traction in Nigeria. The wines, which landed in the market earlier this year, have seen strong uptake across supermarkets, home trade accounts, and lifestyle events.

“We recently ran a blind tasting with a cross-section of consumers,” said Akpabio. “The result? Over 85 percent of participants not only liked it, but said it’s something they’d want to drink regularly—whether at a party or just relaxing at home.”