Consumer behaviour threatens legacy brand Seaman’s Schnapps

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Some legacy brands, including Schnapps, are facing consumer apathy. Olufemi Babalogbon writes that unless their producers addressed the problem, their products may soon become extinct. 

In 1985, when Chief Akin Odunsi created Seaman’s Aromatic Schnapps, the target was “the Nigerian yuppies, who seek to impress clansmen back in the village”, according to a 1987 report by New York Times’ James Brooke.

In the early 1980s, when Nigeria and Ghana experienced foreign exchange pressure, and there was a need to produce a local schnapps to replace the imported one in West Africa, the imported brands, such as Blankenheym & Nolet and De Kuyper, were the favourites of elders in the village.

At inception, Seaman’s adverts targeted youths. The TV advert in 1987 ended with ‘’Seaman’s aromatic schnapps -preferred by our elders for libations”.

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This tagline was in consonance with the consumer behaviour of the yuppies who prefer to take Schnapps as a gift to the elders, who would receive the drinks, pour some as libation, and offer some prayers.

In contrast, Schnapps is a drink for the boys in the United States; so relevant that the late 2 Pack Shakur rapped about “Dripping peppermint Schnapps, with Jackie Wilson, and Sam Cooke” in his track titled: “Thugz Mansion”. Flavoured schnapps, he meant!

The brand and the millenials

Seaman’s Aromatic Schnapps is a legacy brand, just like Alabukun powder. Storied as the No 1 prayer drink, Seaman’s Schnapps thrives on festivals, the tradition of using drinks for libation, and of using drinks to pray during weddings, naming, coronations, and other forms of celebration. This proposition would be successful only as long as the culture it promotes thrives.

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This year, more than half of Nigerian population is under 30, and most brands focus on them for wallet share. These youths have interests in entertainment, social drinking and culture of night-clubbing, urban culture and charismatic religious practice. Also, the elders in the village do not fancy Schnapps as a gift, except if there is a celebration. At motor parks in Lagos, where people board buses to their villages, bread-sellers get repeat purchases as bread is the common gift for the elders. These emerging consumer behaviours and lifestyles may pose some threat to the legacy brand.

Reviving the legacy brand

In a market, which gives large wallet share to beer and wine, Schnapps competes in the spirits category, which has the likes of McDowell being merchandised by Guinness Nigeria PLC, a company with 54 per cent share of the Strong Spirits Category.

Beyond the rivalry in the Spirits Category, Seaman’s Schnapps will struggle to be relevant and appeal to millennials who spend so much on spirits but are rather lovers of social brands, such as Hennessey and Johnny Walker.

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A visit to various night clubs across Lagos showed that Schnapps are not being sold at these hubs of night entertainment. Gold Oark Limited has introduced some innovations, including providing Seaman’s Schnapps in handy sachets. This is successful as it gives the drink some competitive advantage and makes the product available for social drinking.

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However, the use of social media to promote the brand, and the introduction of a mobile game – Seaman’s Ayo – are not sufficient to make the brand relevant to the evolving millennial culture. The Seaman’s Ayo game, which could be downloaded via google play store or played via Seaman’s Schnapps’ facebook page, is, however, a strategic consumer-engagement initiative.  But the game has rather made the cultural age-long game, Ayo Olopon, relevant to millenials who ordinarily use mobile apps. It fails to make Seaman Schnapps relevant to the youth.

Against the waves of culture

The #ShareABlessing campaign of Seaman’s Schnapps uses festivals, traditional figures, aboriginal practices and traditional leaders as icons of ad messages. A key component of strategy should be the evolving culture, and not a tradition that belongs to ages past. The millenials have embraced new religious ideologies. A tongue-speaking couple would not make use of a drink for prayer. They would use a bottle of anointing oil! In Ghana, a cleric, Apostle Kwamena Ahinful, urged former President Ata Mills in the latter’s aloofness to libation at public functions.

Wrappa, a South African brand consultancy firm, warned that legacy brands die “because of rigid marketing strategies and redundant products that did not evolve”.

The brand communications being churned out by the manufacturer of Seaman’s Schnapps do not resonate with Nigerians.

During Seaman’s Centenary pack launch in 2014, executives of Grand Oak Limited reportedly said: “Consumers should embrace the centenary pack as a conveyor of their prayers for Nigeria at 100”. Those words rather reinforced ritual practice and keep the potential consumers detached from the brand, an analyst said.

The way to go

Poju Bakare, Head of Digital at Noah’s Ark, an advertising agency based in Lagos, said Seaman’s Schnapps is going to survive, if the product evolves.

Poju, an alumnus of Orange Academy, added: “What if they change the shape of the bottle to something fanciful? What if they make a luxury brand of Seaman’s and packaged it in a wooden box? What if they make flavoured varieties of Seaman’s schnapps?”

Brand Strategist and Chief Executive Officer (CEO), Beacon Media & Communications, Enyinnaya Iroadum-ba, advised that the campaign for the legacy brand should be refocused on millennial culture.

He explained: “If Seaman’s Schnapps must remain relevant in years to come, the product must be changed from being a prayer drink to an everyday drink.”

The book titled: “The King of Drinks: Schnapps Gin from Modernity to Tradition” by Dmtri Van Den Bersselaar, a social scientist, supported  both Poju and Enyinnaya. It discusses the failure of Dutch’s Schnapps Gin in West Africa between 1980 and 2000, citing that the gin was restricted to the ritual sphere.

The book adds: “The Dutch gin distillers and importers failed to reposition gin as a modern drink that could be consumed in a wide range of circumstances.”

Therefore, the way to go for Seaman’s Aromatic Schnapps is to reposition it for social drinking. Perhaps we can have Seaman’s Flavoured Schnapps!


Written by: Olufemi Babalogbon

Culled from:

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 Consumer behaviour threatens legacy brand Seaman’s Schnapps - Brand Spur

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Consumer behaviour threatens legacy brand Seaman’s Schnapps - Brand Spur

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In 2011, Frog King represented Hong Kong to participate in the "54th Venice Art Biennale" in Italy. His solo exhibition "Frogtopia Hongkornucopia" was a big hit. His elaborate and constantly growing artwork dominated the entire exhibition hall, attracting 70,000 visitors and successfully entering the mainstream. His artwork has also been displayed at 2018 Art Basel.

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5pm -- 11pm^ (Illuminated)

^ According to the government's anti-pandemic measures, the lighting will be shortened to 10 pm. For the latest schedule, please check the Lee Tung Avenue website.


Along LTA

Activity Details:

The world's 1st AI butterfly light and shadow art installation last Christmas will be recreated to celebrate Lunar New Year with you! The use of AI innovates the installation with festive music and lightings. There will also be traditional Chinese red lanterns hanging on the entire boulevard, which adds harmony, auspice and blessings to the whole installation.


Victor and LTA hope that by the butterfly's uniqueness, viewers can feel the regeneration and vitality of life and face the future hopefully and positively. May everyone have a happy Lunar New Year with positive vibes!


Lunar New Year AI Light & Music Symphony




6pm -- 9:30pm (Run at random time)


Along LTA

Activity Details:

During the Lunar New Year, LTA will use AI programs to enhance the festive atmosphere with the coordination of Chinese New Year music and lighting.

Art Market with Frog King




11am -- 6pm


LTA Atrium & Next to Customer Service Center on Basement 1 floor

Activity Details:

"Frog King" -- Kwok Man Ho and a group of artists writing spring couplets (Fai Chun) for everyone to bring happiness and blessings back home The event is also co-hosted with 1-art Foundation to raise funds through a charity sale, including some "kiwisual" the art stones and limited edition masks designed by Frog King. As well, some Fai Chun will be given away to visitors for free, hoping to spread happiness extensively to more people.


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Today to 2021.03.28


12 noon -- 9pm


LTA entrance at Queen's Road East

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Soap Cycling will make unique butterfly-themed soaps for charity sales. A series of recycled materials will be exhibited at the same time. On weekends, DIY kits will go to the charity sale, with the series of soaps limited to Lunar New Year only! Hopefully, the promotion of environmental protection will make this new year more lovely and meaningful.


Charity Sales Time & Venue:

TIme:10am -- 10pn

Venue:LTA Customer Service Center on Basement 1 floor

Kids Butterfly-themed Art Space


Today to 2021.03.31


5pm -- 10pm (Illuminated)


LTA entrance at Johnston Road

Activity Details:

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* The above offers are subject to relevant terms. In case of any dispute, Lee Tung Avenue Management Company Limited and above merchants reserve the right of final decision.

About Lee Tung Avenue

Lee Tung Avenue brings a new 200-meter-long, tree-lined pedestrian walkway to Hong Kong Island. The avenue is home to sidewalk cafes, gourmet restaurants, and local and overseas fashion outlets. It is also gaining fame for its large variety of lifestyle activities. Lee Tung Avenue is conveniently accessible from downtown via all forms of transport. Lee Tung Avenue prides itself on its close connection with local communities and revitalizing traditional Wan Chai, while becoming a focal point of Wan Chai South.


Lee Tung Avenue has won critical acclaims from Hong Kong and international organizations, including Glod winner of " Best Media Event", "Best Use of Venue" and "Best Event -- Corporate Social Responsibility" at Marketing Magazine Marketing Event Award 2020, Glod winner of "Best Use of Experiential Marketing" at Loyalty & Engagement Award 2020, Gold winner of "Sales Marketing & Event" at 2019 ICSC China Shopping Centre & Retailer Award held by International Council of Shopping Centers and more.

Lee Tung Avenue's Official Website 

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Consumer behaviour threatens legacy brand Seaman’s Schnapps - Brand Spur

Prince Holding Group Brings International Brands to Cambodia With New Commercial Retailing Project

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[1] The World According to GaWC 2020 (link)

About Prince Holding Group

Prince Holding Group, better known as Prince Group, is one of the largest corporate conglomerates in Cambodia, with businesses spanning across multiple industries, including real estate development, banking, finance, aviation, tourism, logistics, technology, food and beverages, and lifestyle sectors. Prince Group adheres to its mission of "Building a Better Life" and the Group's philosophy espouses the values of "Commitment, Responsibility, Respect, Generosity and Innovation".

Consumer behaviour threatens legacy brand Seaman’s Schnapps - Brand Spur

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ZURICH, SWITZERLAND and SINGAPORE - EQS Newswire - 27 January 2021 - 

Securing payments in Asia with latest 3-D Secure technology
Omise integrates the EMV 3DS 2.2 protocol using Netcetera's 3DS Server

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To successfully address this challenge, Omise decided to implement the network-certified and PCI-ready Netcetera 3-D Secure Server on premise solution. They are among the first PSPs to implement the 3DS server with the latest protocol EMV 3DS 2.2. Jatuporn Pinnuvat, Head of Product Innovation at Omise, says: "After a thorough evaluation and investigation of different suppliers and products, we decided on Netcetera with their flexible, agile and independent payment offering. We consider their 3DS server as the most reliable and viable product to support secure and convenient transactions. The implementation was smooth and efficient, and we were able to save a lot of time and effort thanks to the comprehensive technical documentation, educational webinars and Netcetera's professional support."

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EMV(R) is a registered trademark in the U.S. and other countries and an unregistered trademark elsewhere. The EMV trademark is owned by EMVCo, LLC.

About Netcetera

Netcetera is a global software company with cutting-edge IT products and individual digital solutions in the areas of secure digital payment, financial technologies, media, transport, healthcare and insurance. More than 2,000 banks and issuers, and 150,000 merchants rely on the digital payment solutions and globally certified 3-D Secure products of the market leader for payment security. The owner-managed company covers the entire IT lifecycle, from ideation and strategy to implementation and operation. The balanced combination of the latest technologies and proven standards ensures investment security, from large-scale projects to innovative start-ups. Founded in 1996, Netcetera is a holding company with 700 employees and is headquartered in Zurich, Switzerland, with additional locations across Europe, Asia and the Middle East.

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About Omise

Established in 2013, Omise is a payments platform which provides businesses with a modern end-to-end infrastructure to accept, process and disburse payments online. Working with Omise, merchants have access to powerful payment tools, comprehensive risk management solutions, as well as connection to card networks and consumers' preferred payment methods. Omise enables revenue growth and seamless payment experiences across online, in-store and in-app.

Omise is present in Thailand, Japan and Singapore. The company is the payments platform of choice for thousands of brands today.

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Consumer behaviour threatens legacy brand Seaman’s Schnapps - Brand Spur
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