Is Captain Jack Positioned To Upstage DeRok In The Café Rum Category?

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Let us begin to understand what the category stands for. According to Wikipedia, a liqueur coffee is a coffee drink with a shot of liqueur. They are all variants of what is widely known as Irish coffee, hot coffee with whiskey and a layer of cream floated on top. It can be laced with sugar, coffee or strong alcohol.

In the Nigerian marketplace, the most patronised brand before now is Derock quality cafe liqueur produced by Intercontinental Distillers Limited, Lagos. According to the custodians of the product, it is uniquely blended, coffee flavoured and creamy rich rum based spirit with a daring dark golden colour,delivering exceptional taste satisfaction. It is specially made for the bold who desires the strong yet creamy sides of life.

While Derock is seemingly enjoying it’s market leadership toga, there comes another good brand making waves and giving Derock a run for its pride and position. That brand is Captain Jack cafe rum manufactured by Stellar Beverages Limited, Lagos.

So where comes the lock of horns for market leadership? The fight is not in the 10cl or 18cl bottled contents but in the 50 ml, 45% alcohol sachet pack category. According to Olaniyi Olubunmi, an Ikeja, Lagos based avid consumer of the coffee rum drink “I have been drinking Derock for a very long time but during my recent trip to Ughelli, Delta State, I had to go for Captain Jack and I felt so comfortable with the brand. It is going to grab a larger percentage of the market share from Derock which has been in the market for long “.

In the words of Razaki Olajide the an Agege, Lagos based transporter, he prefers to take Derok because of its taste and he is deeply in love with the brand.

To Michael Ndidi who sells shoes in Yaba, Lagos, his choice drink is Derock but stated that Captain Jack is fast gaining ground.

So what is it that makes Captain Jack tick? The brand custodians stated that Captain Jack range was inspired by 17th century pirates who were renowned for for drinking to keep their spirits high during adventures at sea.

As brandcampaign.com.ng continues to monitor the marketplace, the question now is the how many percentage of the market share can Captain Jack grab from Derock? This question is for those who love cafe liqueur rum and also those who may wish to try it.

Written by: Akinwumi Dickson

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