Brands - May 12, 2019

Brand extension: Nigerian Breweries Plc says good for Star larger beer

Espinews May 12, 2019

0 169 4 min read

From L-R, Uche Unigwe, Sales Director; Grace Omo-Lamai, Human Resources Director; Rob Kleinjan, Finance Director; Jordi Borrut Bel, MD; Sade Morgan, Corporate Affairs Director; Uaboi G. Agbebaku, Esq Company Secretary/Legal Director; Chidum Ayeni, Business Transformation Manager and Emmanuel Oriakhi, Marketing Director, all of Nigerian Breweries Plc.

By Amechi Obiakpu

Contrary to the perception that Star lager beer line extension may be one of the factors responsible for the dip in sales of the premium brand, makers of the beer brand, Nigerian Breweries Plc has refuted the claim. The company stated that, the extension is designed to offer beer lovers opportunities to enjoy varieties of the brand while helping it to strengthen its position as the leading beer brand in the industry.

Emmanuel Oriakhi, Marketing Director, Nigerian Breweries Plc., said this Tuesday, at the 2018 pre-AGM press briefing, held at the Civic Centre, Victoria Island, Lagos.

“The Star brand is one of the most resilient brands in the world. This brand is 70 years old,” Oriakhi said:

Continuing he said: “Google how many international brands have lived 70 years and how many Nigerian brands have lived that long. The brand is relevant today and connecting local consumers. The reality is some five or 10 years back, this market was a small market that there were few brands competing in the beer space. Now, there are lots of brands in the beer larger space and of course, all these brands will make an effort to grow.

“The Star line extensions are wonderful brands; for people who want a beer brand that is low in calories, especially people who want to feel cool in the morning after two or three bottles will go for Star Lite. People who want something more refreshing, sweeter and lighter in alcohol with fresh oranges their preference is the Star Radler brand which are all available,” Oriakhi said.

While reacting to the company’s performance in the past year, Jordi Borrut Bel, Nigerian Breweries Managing Director said the company was able to survive the challenging business environment with its portfolio of brands even if it recorded a drop in its profit compared to the previous year.

According to the company’s 2018 Annual Report and Accounts, Nigerian Breweries recorded a net revenue of N324,389 million, from N344,527 million in 2017. The profit for the year stood at N19,401 million compared to N33,009 million in 2017, while its results from operating activities in 2018 was N36,957 million a drop from N57,126 million in 2017.