giant, Guinness, there has been a spike in the demand for bitters drinks. Nigerians have patronized Orijin relentlessly, as it “offers something fresh; something uniquely different from the regulars in the market,” a local bar owner on the Lagos Island told Ventures Africa. It had succeeded in stealing consumers of Heineken and Star (Nigerian Breweries’ top selling light beer brands), as well as black beers. This, Guinness believed had finally tilted the balance of play in Nigeria’s alcohol market towards its end, until the unveiling of Ace Roots.
Ace Roots is simply the Nigerian Breweries’ reply to Orijin. It however played the second mover advantage card to perfection by identifying and exploiting the flaws inherent in Guinness’s Orijin. During the launch of Ace Roots last week, the Nigerians Breweries’ (NBL) Sales Director, Hubert Eze, revealed to a large gathering of top distributors, customers, entertainers, and the press, that the Ace Roots is completely brewed, unlike the “mixed spirit” approach employed in producing Orijin, and contained 14 herbs and Spices, also unlike Orijin’s blend of flavours.
The NBL’s Bitters drink also countered Orijin on healthiness; showcasing what it considered a healthier alternative as it contains only a single cube, compared to Orijin’s five. It is now the first low sugar bitters made in Nigeria. The new drink is expected to meet the needs of consumers and reconnect them to an era when herbal drinks hold sway to cure many health challenges, Hubert Eze hinted.
“ACE Roots symbolizes a call to action for everyone; customers and consumers to go back to their roots of true African herbs, fruits and spice extracts with Low Sugar. It is a great innovation, one that we at Nigerian Breweries are very proud of, and we are confident our young and vibrant consumers will appreciate this game changing brand,” said Mr Eze.
Battle for Nigeria’s alcohol treasure
Indeed the Ace Roots might become the most critical component in the quest to dominate Nigeria’s $2.4 billion alcohol market, which is growing at an annual average of 6 percent. NBL currently controls more than 70 percent of this market after it bought over Consolidated Breweries last year. Guinness, however, holds a lucrative niche. Its renowned black beer brand, Guinness Stout, remains the overwhelming favourite of local consumers, while it also controls the distilled beverage (liquor) market thanks to its parent company Diageo, the world’s biggest liquor maker.
The hotly contested battle however extends beyond the confines of alcohol. Both companies hold a collection of brands actively competing in almost every sector. In the malt drink market for example, Guinness’ Malta Guinness is often seen side by side Maltina and low sugar Amstel Malt, both produced by Nigerian Breweries.
With both companies keen on extending this competition, the latest bitters drink battle sets the stage for a new battle. Will Guinness corner another niche for itself like it has with the black beer? or will Ace Roots again depict why the Nigerian Breweries remains the dominant industry player?
