An analysis of wine retail sector: a case for improving the Nigerian market

The main objective of the study was to determine how best to improve the Nigerian wine retail market. A survey questionnaire was used to obtain information relevant to the objectives of the study. The result showed wine consumers from the two countries were similar in consumption pattern, socio-demographics and involvement with wine. However, the study found that the retailing of wine was more developed in Australia than in Nigeria. The opportunities to acquire wine knowledge, taste before purchase and engage in wine related activities were limited in Nigeria but widely available in Australia as an effective market strategy. These opportunities must be provided to consumers in the Nigerian wine market. Free pre-purchase wine tasting must be encouraged to boost consumers' involvement with wine, consumption of assorted wines and development of palate by potential wine drinkers.