The Brand Journalists Association of Nigeria (BJAN) today held its “Breakfast with a Chief Executive” session in Lagos, featuring Mr. Tony Okwoju, the Director General of the Spirits and Wine Association of Nigeria (SWAN). The high-level engagement focused on the existential threats facing the spirits and wines industry, specifically the rampant growth of illicit trade, counterfeiting, and the dire health implications for Nigerian consumers.

Addressing a room of veteran brand journalists and consumer advocates, Mr. Okwoju revealed a sobering reality: according to data from Euromonitor (2024), illicit trade now accounts for a staggering 40% of the market share in Nigeria. This criminal enterprise does not only drain the economy, with a Deloitte report indicating loss of 472 billion Naira, but it also fundamentally erodes the reputation of Nigeria as a viable market for premium global brands.

“The situation reached a nadir when the UK government recently advised its citizens to exercise extreme caution or stop consuming whisky in Nigeria due to the prevalence of fakes,” Okwoju stated. “Counterfeiting affects the very soul of brand equity. We now have a growing segment of the population stating they will never buy whisky in Nigeria again. This is a huge concern for the industry, and it demands concerted efforts to tackle this menace.”

One of the most chilling aspects of the briefing was the health risk associated with “sophisticated clones.” Okwoju noted that counterfeiters often substitute ethanol with methanol, a highly toxic substance. “In Turkey, more than 100 people died from drinking illicit alcohol produced this way. Methanol is dangerous for human consumption and can lead to blindness or death,” he warned.

To combat this, SWAN members have resorted to aggressive and costly physical interventions. “My members spend huge sums of money deploying teams to clubs and consumption points specifically to collect empty bottles and crush them,” Okoju explained. “This is a mechanical necessity to prevent criminals from refilling original, branded packaging with dangerous, counterfeit liquids.”

Looking ahead, SWAN announced plans to host a comprehensive Stakeholder Workshop on Illicit Trade. The goal is to bring regulators, law enforcement, and manufacturers into the same room to finalize a unified roadmap for sanitizing the market.

SWAN remains the primary industry body for businesses involved in the manufacturing, importation, and distribution of spirits and wines in Nigeria. Its vision is to be recognized for its commitment to high ethical standards while promoting responsible drinking and championing balanced regulation that protects both the legal, law-abiding players and the Nigerian consumer.