The already over-bloated competition in Nigeria’s beer market has again taken an upward swing with the launch of Nigerian Breweries’ beer brand extension, Star Triple X.
Over the years, the beer segment of the country’s liquor market has been packed with a variety of brands screaming for the attention of the drinking public. However, this market crowding has not in any way stopped the launch of newer brands.
In the latter part of 2014, the competitive landscape was somewhat lopsided in terms of new beer releases. Despite the launch of its ‘Ace Root,’ Nigerian Breweries seemed to have remained behind the scenes during the period, which saw the liquor market welcoming with open arms, the very famous ‘Orijin’ from the stables of its arch rival, Guinness Nigeria. However, 2015 might just be the year for the former to steal back the spotlight as it takes the first massive competitive strike with its latest market entrant.
Resolute to yet again highlight its name on top of the beer market chart as having the most revered brands, Nigerian Breweries pulled out all the stops in the first week of July to launch its newest creation, ‘Star Triple X,’ leaving the nation’s beer consuming circles buzzing. With a killer brand activation strategy that included the unveiling of a larger-than-life beer bottle in a Brand Experience Center and the launch extravaganza that held potential and loyal customers spellbound, indications have emerged that Star Triple X will put rivals on edge as attendants of the launch gave a satisfactory nod of approval for excellence in taste, texture and appeal.
This new market entrant, which is an extension of the country’s number one beer brand, Star Lager beer, is said to be a ‘one-of –a-kind’ brew bursting with 14 natural extra African herbs such as bitter kola, kola nut, ginger etc. The beer is made from 100 per cent barley and 5.5 per cent alcohol, giving it an extra smoothness and rich texture with a tingling feel that lingers. Although ‘Star Triple X’ is yet to be seen at different points of purchase, the anticipation from the liquor circle is certainly boosting the company’s confidence.
At this point, it is only expected that competitors in this liquor segment drift into pensive mode, because Nigerian Breweries’ painstaking consumer and market research might pay off heavily thanks to the birth of the latest brand to beat. Also, as the consuming public and market stakeholders await the release of the product, the growing concern of rivals will remain wrapped around a possible shakeup that might lead to a chunk of the market share gravitating towards Nigerian Breweries’ in spite of its clear market lead.
Speaking at the launch of the new brand, the Senior Brand Manager of Star, NB, Chidike Oluaoha, reiterated the company’s unwavering commitment to customer satisfaction while retaining the largest share in the country’s beer market. Further expressing delight over the launch of the promising brand, he stressed that steady development of new products is a major anchor for the company’s survival and also way to retain its existing customers as well as attracting new ones.
“We are a consumer inspired and a brand led business. At every particular point in time, we go the extra mile to ensure that we provide superior satisfaction to our consumers. And one way we try to do that is to always check with them to know what they want. To know if what they have currently is enough, if there is something extra they would want.” Oluaoha said.
Expounding the rationale behind the mesmerizing launch of Star Triple X, he stated: “Having produced such a fantastic product, we also wanted to introduce it to our consumers in an extra exciting ambience with an extra first-of-its-kind experience. You can’t have a fantastic product like this, the first of its kind in Nigeria and perhaps in the world and just launch it quietly. That is why we’ve built this experience center.”
If the excitement trailing the launch of Star Triple X is anything to go by, then Nigerian Breweries might just be in for a swell time with improved beer sales and a larger market share. Despite the fact that the new feat is setting the company up for renewed and intensified rivalry, Star Triple X might just be Nigerian Breweries’ newest market weapon, if purchase records pan out as expected.
