Bord Bia, the Irish Food Board promoting Irish food and drinks, has launched its Spirit of Ireland drinks campaign in Nigeria as part of the Irish government’s trade mission to West Africa. Nigeria accounts for 36 percent of Irish dairy, seafood, and drinks exports to West Africa. The trade mission in Lagos involves meetings with the Ministry for Agriculture and Food Security, the United Nations World Food Programme, and a roundtable discussion with the UN Food and Agricultural Organisation, aiming to strengthen Ireland’s food market position and business ties in Nigeria. As part of the mission, Bord Bia launched the Spirit of Ireland campaign, offering a unique training experience on Irish spirits and highlighting the growth of Irish spirits in Nigeria.
Bord Bia invested 1 million euros ($1.06 million) in the Spirit of Ireland campaign over the last four years, targeting key export markets for Irish drinks. Exports of Irish spirits to Nigeria have increased by 200 percent in the last five years, with whiskey accounting for 80 percent of these exports. The campaign aims to positively influence business leads and commercial success for Irish drinks companies in Lagos, where Ireland's whiskey, gin, poitin, and cream liqueur are gaining popularity.