New thinking, market research give birth to Star Triple X
At a time when consumers’ demands are heightening, one organisation -Nigerian Breweries plc- has consistently put its ears to the ground and responded accordingly. Renowned in the brewing market for high quality alcoholic and non-alcoholic beverages, NB has become a reference point among Nigerian consumers for unraveling fresh and innovative brews. The recent launch of the Star Triple X is one example of such a response.
Since 1949 when it was launched, the Star beer brand on its own has spread itself sufficiently to meet the unique demands and tastes of its teeming consumers. Realizing that taste preferences differ despite the affinity for Star, the brand launched other variants viz: Star Lite and Star Radler. However, with the entrant of Triple X – which is essentially an herbal variant and the result of a painstaking consumer survey by the brand – Star has once again proven that its bond with its consumers is not a fluke.
A nationwide market survey conducted by the brand has shown that Nigerians want something more than just beer. They want a beer with a difference a beer that derives its origin from their roots, a beer they could connect with easily. The Star Triple X is Extra Smooth, Extra Strong and has Extra African Herbs.
The Star Triple X actually has 14 extra African herbs.
At the launch recently some consumers maintained that Star Triple X has met their expectations.
Speaking on the product, Chidike Oluaoha, Senior Brand Manager, Star – Nigerian Breweries Plc., said: “We know that Nigeria is big on herbs. Nigerians believe that herbs have medicinal and health benefits. These we know. So the business decided to come up with a proposition that will encapsulate the extras that our esteemed consumers want. The Extra Smoothness that I’ve talked about comes from 100 per cent barley; because Star Triple X is made of 100 per cent barley. The Extra Strength comes from the 5.5% alcohol content. And the Extra African Herbs comes from a 14 natural selection of Extra African herbs such as bitter kola, kola nut, ginger. So when you think about all these Extras, you see that it is indeed a fantastic and robust proposition that we have for our consumers.”
Speaking further, Oluaoha said the brand decided to add 14 extra herbs to satisfy consumers demand. He stated: “We wanted to go the extra mile to give our esteemed consumers the extra that they’ve asked for. If we had given them one in addition to hops which is basic to lager beers, I don’t think I will be able to stand here to say we have given consumers extra in the Nigerian Breweries way. So we looked at the array of herbs that we have in Nigeria and Africa at large. And we naturally selected the 14 best African herbs that we are certain will satisfy the extra that our esteemed consumers want.”
Revelers that have tasted the herbal alcoholic beverage professed that the brand presents a better taste option. Jideofor Kikachukwu, a 35 year old trader who was present at the trade launch of the drink in Enugu said: “Judging from its content, Star Triple X, is a well-researched product which as you can see is well received. You find out that when a product responds to market needs, it sells. But when you try to force a product down the throat of consumers, it turns out to be disastrous. This is a good product. For Star to think along this line means the brand has an idea of what the consumers want. And when your product responds to demand in the market, there is no way it will not do well. I can boldly say that this product will do well in the market. It is a unique brand.”
Nnamdi Ubachukwu, a 43 year old beer retailer said Nigerian Breweries took a good decision by asking for, and producing a product that consumers craved. He said it was strategic thinking on the part of the company to launch an innovative alcoholic beverage at a time when most consumers are switching to herbal variants.
He stated: “You would have noticed that a lot of people now drink herbal drinks with local gin which is quite dangerous to their health given the unhealthy brewing process. With the Star Triple X you can be rest assured that you are consuming a drink that suits the desires of individuals with varied preferences.
Even though the brand was recently launched in Enugu, some beer parlour patrons have stated that the beer brand is already gaining popularity.
Sunday Ugorji, a transporter and a regular bar patron of Spices Bar, Enugu said that he first saw the Star Triple X when he visited the bar. Though he confessed that he was hesitant to drink the beer, he decided to give it a try just because it was a new product. Ugorji said he loved the taste and has decided to stick to the brand. He further stated that the Star Triple X is gaining popularity at some of the other bars he has visited.
Since its launch, Star Triple X is gradually becoming a beer to be reckoned with. As a distinct alcoholic beverage with herbs, beer connoisseurs appear not to have enough of it. Its taste is crispy while its packaging is top-notch.