Making premium
cans more accessible
TRENDS INNOVATIONS
Packaging trends in Nigeria:
The aluminium can, so
commonplace elsewhere,
is rare in Nigeria. Not for
long, if it up to Nigerian
Breweries.
AMSTEL
World of Heineken 38 - summer 2008
Star is one of West Africa's leading beer
brands, selling more than three million
hectolitres annually in Nigeria alone, and
is popular in a range of African nations
including Sierra Leone and Ghana. Now, for
the first time in the brand's 58-year history,
Star is being sold in cans in an effort to make
the packaging format more mainstream.
"Cans are perceived by consumers as
highly premium in Nigeria," says Oladele
Ajayi, Sales Director at Nigerian Breweries
Pic. "Nationally, we have rolled out our
three leading portfolio brands in cans,
Star, Heineken and Amstel Malta. Since the
format's release in 2007, we have been
successful in creating additional volume
by tapping into previously unexplored
consumption occasions."
Cans are lightweight and easily disposable
and are therefore an ideal packaging format
for Nigerian consumers. Nigerians like to
enjoy beer in a wide range of situations,
including long distance bus rides, on ships
in the country's many harbours, in airport
lounges and on the beach.
The cans are filled in Nigeria's capital city
Lagos. Nigerian Breweries Pic is working with
a local partner to recycle and manufacture
cans inside the country, further boosting to
the local economy. The recycling plant has
been operational since January 2008.
"Our recycling system offers additional
benefits that go beyond the achievement of
economic efficiencies," Oladele adds. "What
used to be litter is now being converted
into a source of local income, as well as an
environmentally friendly method of waste
management. Therefore the consumer, the
environment and the Nigerian economy
benefit from the cans."
www.nbplc.com
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