West Africa's
BRAND BUILDING
Rising
c
tar is the leading beer
l B brand in English-speaking
West African countries such
as Sierra Leone, Ghana and Nigeria.
It was founded in Nigeria in 1949 and by
1960 it had become the market leader.
Helped along by a number of 'firsts' in the
Nigerian market, Star Beer remains the
leading and most accessible high-quality
beer to this day. In 2007, for example,
Star Beer was the first to introduce cans,
which successfully generated additional
sales volume by tapping into previously
unexplored consumption occasions - over
1.5 million trays were sold in the first year.
The Star success story is the result of a
conbination of factors: consistently high
quality, outstanding marketing support
and a good understanding of the market
and consumers. It continues to deliver
superior enjoyment and brightens all
social occasions. In Nigeria it owns music
as a platform for the demonstration of
fun, friendship and celebration of life.
Star
Originally a local Nigerian beer,
Star Beer was launched in the
West African nation of Sierra
Leone a year after it gained
independence. In 2012 it
celebrated its 50th anniversary
by winning the grand prize at
the prestigious Monde Selection
Quality Awards. With double-
digit sales figures, Star is shining
brighter than ever.
In addition to a successful online Star
Beer community, which helps connect
fans across Nigeria, the brand is closely
associated with hugely popular national
events. Since 2002, Star has run a talent
hunt programme called Star Quest which
helps discover and promote young and
budding Nigerian artists.
Star Trek was also introduced in 2002 as
an annual nationwide musical concert
tour that parades the best of Nigerian
artists across 10 cities in Nigeria. Star Trek
is produced for TV by MTV, bringing the
Star brightness to millions in their homes.
Since its launch in 2000, Star Mega
1am has become the high point of the
year, for music and entertainment on an
international level. This music concert
features international artists alongside
the best of Nigerian music super stars.
The choice of international artistes rests
solely with the Nigerian public through
SMS voting. Star Mega 1am has grown
into a brand of its own and a strong
Quarter 4 2012 World of HEINEKEN 21
