Guinness to boost sale of Smirnoff


Guinness Nigeria Plc is pushing harder into the value segment of the alcohol market. Last week, it announced that it expanded its portfolio by going into the production of locally manufactured spirits.

It has now launched additional brands such as Smirnoff X1 Intense Chocolate Vodka, and Gordons Dry Gin with Moringa Citrus Blend, while it has also started producing brands like McDowell’s, which we got distribution rights from United Spirits Limited, owned by Diageo.

The tour is set to take over Nigeria’s nightlife with eight epic nights in seven cities within eight months. The cities to be covered are Owerri, Abuja, Benin, Port Harcourt, Jos, Ibadan and Lagos.

According to Smirnoff Brand Manager, Toluwalashe Ogunyemi, “Our premium vodka, the Smirnoff X1 Intense Chocolate, lives and breathes in the party scene and Nigeria is in for an unforgettable experience.”

Guinness has been struggling with sales of its premium beer, Stout, leading to record losses in 2016. However, it has pivoted to the spirit segment of the alcohol market hoping to capture a demographic of alcohol drinkers who prefer cheaper spirits to cheaper beer.