Luxeria: Nigeria’s Premium Brand of Wine and Spirits


The attitude of Nigerian elites towards alcohol consumption has fueled the growth of the wine industry. In the western region of Africa, there are some wine manufacturers who contribute to the community, in Nigeria in particular. However, in terms of providing wine connoisseurs on the continent with a sense of a luxurious lavish lifestyle, the local manufacturers were barely providing enough wines and spirits. The Muslim majority in the country has also been a hindrance to alcohol branding. However, Nigeria did not want to be left out of having a taste of these fine wines. The emergence of sophistication in alcohol consumption, and the rise of disposable household income have now redefined tastes in alcohol brands in Nigeria. Luxeria, an exclusive—more precisely, the only—brand in Africa, brings the world’s finest wines and spirits under one roof to meet the discerning consumer’s expectations. As the owner has more than four decades of experience in the distribution of wine in Africa, Luxeria has been able to become Africa’s top service-led business. This brand has allowed its very special and sophisticated clientele to get their prestigious wine right here in Nigeria, apart from duty free abroad. This case describes the brand’s inception story, managerial challenges and strategies, and the evolution of the spirit industry in Nigeria in dispensing a sumptuous lifestyle for African elites.

This case was prepared for inclusion in SAGE Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

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