Nigerian Breweries

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Nigerian Breweries Plc[1]
Listed
Traded as NSE: NB
Industry Alcoholic beverage
Predecessor Nigerian Breweries Limited
Founded 16 November 1946 (as Nigerian Brewery Limited)
Headquarters Iganmu House, Abebe Village Road, Iganmu, Surulere, Lagos, Lagos State, Nigeria
Area served
Nigeria
West Africa
Key people
Chief Kolawole B. Jamodu, OFR (Chairman)
Products Beer, brewing, marketing and selling of alcoholic and Non-alcoholic beverages (lager, stout, malt and soft drinks)
Owner

Heineken Brouwerijen B.V (37.73%)
Distilled Trading International BV(16.36%)
Stanbic Nominees Nigeria Limited (15.53%)

Other individuals & institutions (30.38%)[2]
Number of employees
3 195 [2]
Website http://www.nbplc.com
Footnotes / references
[2]

Nigerian Breweries Plc, is the pioneer and largest brewing company in Nigeria. It serves the Nigerian market and exports to other parts of West Africa.

History[edit]

Nigerian Breweries was incorporated in 1946 and the first bottle of its brand, the STAR Lager, rolled off the bottling lines of its Lagos brewery in June 1949. As the company expanded into other regions, it established more breweries such as Aba Brewery in 1957, andKaduna Brewery in 1963. By 1971, the company was one of the largest industries within the country in terms of capital investment.[3] In 1982, another brewery was added in Ibadan. In September 1993, the company acquired its fifth brewery in Enugu, and in October 2003, its sixth brewery, sited at Ameke in Enugu. Ama Brewery began brewing on the 22 March 2003 and at 3 million hectolitres is the largest brewery in Nigeria.[4]

Early years[edit]

An idea to establish a brewery in Lagos was promoted by Frank Samuel of UAC prior to World War II. But it was not until the war ended that concrete steps were taken to kick start such a project.[3] Market leaders in the sector were all imported brands and an abscence of a locally produced beer. But UAC did not have a technical history in beer making leading the firm to enter into a technical agreement with Heineken, the brewery project also brought in investments from other major merchandise companies in Nigeria such as John Holt, GBO, SCOA, CFAO and UTC who all took some equity interest in the new company.[5] Construction of the brewery began at Iganmu, Lagos in 1947 and was completed in 1949. After completion, a major hurdle of NBL was how its brand can gain acceptability among beer drinkers in the country and how it can become the preferred beer of choice. Another vexing issue, was how to transport the product to consumers around the country.[3] To gain acceptability, NBL utilized consumer market research to understand the demands of the market and developed a marketing strategy around STAR Lager that used advertisements to show a link between drinking beer and modernity.[5] One of the advertising themes was to depict the beer as a quality product produced locally, engaging consumers to buy made in Nigeria beer.[3] It engaged the services of sister outfit, Lintas to produce its advertisements and was one of the early companies to use sophisticated market research skills and to heavily advertise a Nigerian brand using[6] both outdoor, print and television outlets. Between 1950 to 1960, beer consumption increased in Nigeria and NBL increased its market share.[5] Star attained market leadership in 1960 which created a need to build more factories in Nigeria. To get products to consumers, the company gave rights to sell its brand to select distributors and built depots at strategic locations within the country. In the 1970s, it created a motorised and national sales team.

In addition, NBL introduced assorted non-alcoholic mineral and flavored drinks under Rainbow brand that included, Krola, Tip Top Tonic Water and Sundowner soda water. It also introduced Gulder into the market and acquired rights to market Schweppes bitter lemon in the country. In 1972, it sold its non-alcoholic drink franchise.[3]

1980s and 1990s[edit]

In the 1980s, NBL gradually increased its market share of the alcoholic beverage market at the expense of smaller breweries. In 1988, NBL facilities had to undergo a conversion process when the government banned importation of imported barley. The firm employed Heineken's technical assistance with the conversion process and also established a grain farm in Niger State to supply locally produced grains for the breweries.[7]

Products[edit]

The company has a portfolio of high-quality brands, including

  • Star Lager (launched in 1949) Pale Lager
  • Gulder lager beer (1970) Pale Lager
  • Legend Extra Stout (1992) 7.5% ABV Extra Stout
  • Heineken Lager (June 1998) Premium Lager
  • Goldberg Lager (October 2011)
  • Life Continental Lager (October 2011)
  • Star Lite Lager (February 2014) Pale Lager
  • Ace Passion Apple Spark (December 2014)
  • 33 Export Lager (January 2015)
  • Williams Dark Ale (January 2015)
  • Turbo King Stout (January 2015)
  • More Lager (January 2015)
  • Breezer (January 2015), in three varieties of fruit-flavoured bacardi drink
  • Ace Roots (April 2015)
  • Star Radler (July 2015)
  • Ace Rhythm (September 2015)
  • Star TripleX (September 2015)
  • Strongbow Cider (November 2015)

Alcohol-free drinks

  • Maltina (1976), in three varieties, namely Maltina Classic, Maltina Strawberry, and Maltina Pineapple; Maltina Sip-it (2005), in Tetrapak;
  • Amstel Malta (1994).
  • Fayrouz, in pear, pineapple and exotic flavour (2006)
  • Climax Energy drink
  • Malta Gold (October 2011)
  • Himalt (January 2015)
  • Maltex (January 2015)

Most of the products are packed in returnable bottles and all products are now available in cans. Fayrouz, Maltina and Amstel Malta are also produced in P.E.T Bottles

The company's head offices are located in Lagos.

See also[edit]

References[edit]

  1. ^ "Listed Securities Company Details - NIGERIAN BREW. PLC. (NB)". The Nigerian Stock Exchange. Retrieved 2 September 2017.
  2. ^ a b c "Nigerian Breweries Plc Audited Results Dec 2013" (PDF). 12 February 2014. Retrieved 16 February 2014.
  3. ^ a b c d e "Focus on Nigeria's Brewing Companies". Drum Africa's leading magazine : Nigeria edition. Lagos: Drum Publication (published January 1972). 1972.
  4. ^ "Nigerian Breweries' Enugu Plant produces at full capacity, employs 1000 staff". Retrieved 22 April 2015.
  5. ^ a b c Heap, Dr Simon. "A "Star" is Born: Marketing Beer in Nigeria in the 1950s".
  6. ^ Frpa, Chris Doghudje (2003-06-30). "Nigeria: Let's Talk About Star Beer Advertising". Vanguard (Lagos).
  7. ^ 1956-, Utomi, Patrick O. (Patrick Okedinachi), (1998). Managing uncertainty : competition and strategy in emerging economies. Ibadan: Spectrum Books Ltd. pp. 399–401. ISBN 9780290028. OCLC 40592019.

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