Coming of Strongbow Cider drink in to Nigerian market
Current and emerging statistics about Nigeria’s economy are guiding both local and foreign investors who see Nigeria’s $510 billion GDP market with population of about 170 million as hard to ignore.
Mckinsey Global Institute, MGI had last year valued Nigeria’s consumer market at $400 billion and this could reach $1.4 trillion in the next 15 years. MGI is a global business and economics research body focusing on deeper understanding of the evolving global economy, and providing stakeholders with deeper insights for operational decisions.
It is also expected that there will continue to be more drive in consumer behavior to spending as the economy witnesses increased emerging middle class, increasing women empowerment and more investments which also generates employment and comes with more income.
With the understanding by firms of increasing consumer demand for taste, quality products with good pricing partly due to technology which has created awareness, companies are innovating, repackaging and introducing new products to meet different tastes and continue to remain relevant in the market and of course tap in to the consumer spending.
Entry of Strongbow Cider drink, an NBL innovation
Looking at the current, future market and different consumer taste and with the deep desire to satisfy them, Nigerian Breweries recently went in to research and came up with innovative locally brewed Strongbow Apple Ciders alcoholic drink.
The gold coloured drink is expectedly a response to the market demand for an alcoholic beverage that is natural, refreshing and fruity.
Senior Brand Manager at NBL, Ngozi Nkwoji explained that “consumers are looking for an alternative to other flavoured alcoholic beverages. Strongbow is made from real apples and it is natural and it meets their taste,”
Strongbow, according to her is targeted at consumer 18 to 30. “We have young consumers coming up who may not drink other alcoholic beverages, they are looking for something lighter, not as heavy, something they can enjoy on a lighter note with friends and that is what cider does for them it is natural and refreshing.”
“Strongbow is an alcoholic drink that is globally popular and that Nigerians will love, especially those who want to try something new. We believe Strongbow will be best enjoyed by young Nigerians as they wind down after work or on a night out with friends, we call this the Golden hour. The Golden Hour is that time of the day just before the Sun goes down, it signifies a time to let loose with friends and to enjoy the refreshing taste of ice cold Strongbow.” , Nkwoji further said
At the recent product launch to trade partners in Lagos and Abuja this month, the Sales Director, Nigerian Breweries, Hubert Eze in a statement said, “Strongbow premium apple ciders is made from real apples and is a natural and healthy alternative which is enjoyed by both men and women. Strongbow apple ciders is the first ever locally produced cider in Nigeria and is very distinctive, stylish, with no sweeteners and has a very unique and premium package.”
The introduction of Strongbow apple ciders marks an important milestone, as it now becomes Nigeria’s locally brewed cider.
The unveiling novel experience
At the unveiling ceremony which took place inside the car park of Ikeja Shopping Mall recently, the company in a bid to reinforce the naturalness of the drink and position it as superior to other fruit flavoured alcoholic beverages in Nigeria, jettisoned the traditional approach to product launch, and took guests on an experiential journey through the step by step manufacturing process of Strongbow.
Following in the tradition of Heineken global multi-sensory trends, the 4-day event tagged, “Strongbow Golden Hour” featured an impressive demonstration of the Strongbow brewing process, from farm to brewery, complete with a mini brewery alongside special effects. The centrepiece of the activation was a farm truck ride simulation which gave guests the experience of transporting freshly harvested apples to the factory. Other attractions included an apple extract rain bar and a levitating bottle of Strongbow at the end of the captivating sensory experience which took more than a week to put together on site.
The experience then took another turn as guests were ushered into an after party for the final part of the experience with bottles of Ice cold Strongbow apple cider. Popular DJ Snoop Da Damaja provided pulsating music as excited guests partied well into the night with friends.
Daniel Obi