What Is Nigerian Breweries Plc Planning In 'HAT TRICK'?

To say that the Nigerian market is one of the most competitive in the world is to state the obvious, the market does not allow for any form of sloppiness on the part of brands that are willing to make inroads and capture consumers’ minds.

From the telecommunications sector to the banking sector down to the Fast Moving Consumer Goods (FMCG) Sector, there are promotions geared towards the winning in the market battle ground of the mind. While all these are going on not much seems to be happening on the brewery front, except for Nigerian Breweries which is very active.

The Nigerian brewing industry is considered one of the most vibrant in the West African sub-region. Buoyed by population, the industry has witnessed enormous growth in the last couple of years with two major players, Nigerian Breweries Plc and Guinness Nigeria Plc holding sway.

As competition gets intense with alignments and realignment by major players and even new entrants, there are feelers from the Iganmu based brewer of “Shine Shine bobo” and “Chairman” amongst other notable brands that the company is planning an event - that a source, who spoke on conditions of anonymity - described as an industry shaker, that has not been witnessed before.

Attempts by this reporter to find out from company sources about what is in the offing has thus far met brick walls - as they prefer to keep things close to their chest. But it was reliably gathered from another source who confided in this reporter that the company may be bent on consolidating market leadership with the introduction of some new brands. It is not quite clear if the brands in question are brands from the acquired companies or if Nigerian Breweries is planning to launch other brands.

If innovative concepts like Maltina Dance All (MDA), Gulder Ultimate Search (GUS), Star Mega Jam, Heineken Champions Planet and other creative concepts are anything to go by, then whatever may be coming from the stable of Nigerian Breweries will definitely be big. We only have to wait to see what it has up its sleeves.

Whatever happens, one thing is certain, the brewing industry may not be the same again.