Anheuser-Busch InBev (AB InBev) is set to launch two of its international beer brands, Budweiser and Beck into the Nigerian market.
The company is poised to seize the momentum of the 2018 FIFA World Cup to which Budweiser is a sponsor to introduce the products to football-loving Nigerians. The company is intent on catching in on the Super Eagles qualification and participation in the FIFA World Cup in Russia, which is expected to heighten Nigerians interest in the most prestigious football competition in the world.
Budweiser’s launch is likely to coincide too with the launch of a newly-completed “over $250 million” brewery in Sagamu by 2018.
With the launch, Nigerians will witness the fulfillment of the promise made earlier by The Marketing Director, AB InBev, Mr. Arne Bruse said that the company’s brands will be affordable and pocket-friendly stating that the company’s beer brands which will be sold between N100-N150.
In his words: “We have great plans for our consumers in Nigeria. We want to grow, we are busy building our brewery, we are busy expanding our capacity and we are investing in infrastructures, we are hiring people. Nigeria is the biggest market for us on the continent, so it is definitely a focus area for the company.”
He noted that the company had strategically launched several beer brands to suit certain geography and culture within the country.
Bruse added: “If you look at the Western part of Nigeria, we have Trophy specifically produced for our consumers in that region. Unlike the West, we introduced Hero beer in the Eastern part of the country”
AB InBev is the largest beer company in the world. It had 200 brands prior to the merger with SABMiller on October 10, 2016.
The launch is expected to excite the beer subsector of the food and drinks industry as Nigeria Breweries Plc and Guinness Nigeria Plc are expected react. This is an interesting time for watchers of the beer and drinks industry.
Marketing Edge Nigeria