The Founder of Drinks Revolution Nigeria, Victor Ikem has represented Africa as a distinguished speaker on the African wine market, particularly Nigeria, at the California Wine Institute’s Global Buyers Marketplace (GBM), held recently in Napa Valley, California, USA.

The Global Buyers Marketplace is one of the world’s premier gatherings of wine producers, importers, distributors, and trade professionals.

Hosted at the Culinary Institute of America (CIA), Copia, in downtown Napa Valley, the event provided a strategic platform for engagement and market insights between U.S. wine producers and international buyers, alongside global experts, journalists, and industry stakeholders.

During his presentation which was themed, ‘Market Entry Opportunities for California Wine Producers and the Future of Wine in Africa: Opportunities for Global Partnerships,’ Ikem, who is widely recognised as a leading voice in Africa’s wine and spirits industry, delivered an insightful session on Africa’s emerging market potential. He emphasized that California wines were well-positioned to succeed in Africa, describing the continent as “the last major frontier for global wine expansion.”

Ikem presented data-driven insights into Nigeria’s expanding wine consumption, the evolving profile of young urban consumers, and practical pathways for California wineries seeking to enter the Nigerian and broader African markets.

According to him, “California wines have a unique opportunity to thrive in Africa by combining authentic storytelling, consistent quality, and sustainable distribution partnerships. Any ambition for global expansion by California wine producers that excludes Africa will be incomplete.”

His participation underscored Drinks Revolution Nigeria’s mission to bridge the gap between international wine producers and African consumers.

The company continues to play a pivotal role in shaping the continent’s wine and spirits landscape through distribution, education, and policy advocacy aimed at creating a more structured and inclusive market.

Reflecting on the event, Ikem said: “It was an honour to share Africa and Nigeria’s story on a global stage among industry leaders shaping the future of wine. The conversations we began in Napa Valley will unlock new trade and collaboration opportunities for Africa’s rapidly growing market.”

He added that his participation at the GBM further reinforces Drinks Revolution’s position as a trusted partner for connecting the global wine trade with Africa’s emerging markets.

According to him, “California has some of the most suitable wine styles to meet the evolving tastes of consumers in Nigeria and across Africa.”

Ikem also observed that Africa’s emergence as the final frontier for global wine growth presents California with a strategic opportunity to expand its global influence. By participating actively in Africa’s wine value chain, California could not only gain competitive advantage but also offset consumption declines and revenue pressures in mature Western markets. He described Africa as “a continent opening up with new opportunities that California can effectively leverage through its exceptional wine quality and strong culture of innovation.”

Organised by the California Wine Institute (CWI), the Global Buyers Marketplace stands as a testament to the resilience and innovation of the global wine industry. The CWI, which represents leading California wineries and wine-related businesses, advocates for policies that foster responsible production, marketing, and consumption of wine. It also promotes sustainable winegrowing and international marketing programs that strengthen the economic and environmental vitality of both California and the United States.