Fayrouz straddles the beer
and soft drink categories,
reaching new consumers
and tapping into new
consumption moments
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In new markets, Fayrouz focuses first on urban
populations. "We start in big cities, particularly those with
large university populations. We have globally consistent
communications, including a TV campaign, billboards and
a website. But it is essential when we first launch that we
focus our marketing efforts on sampling and visibility in
outlets. It is all about tasting Fayrouz."
Acquired by HEINEKEN in 2002, the Fayrouz brand has its
roots in Egypt. "The Egyptians have perfected the art of
brewing over centuries and we describe Fayrouz as being
'first brewed on the banks of the Nile'," says Bastiaan.
"The brand name means turquoise, after the gemstone
found in Egypt's Sinai Desert, making it one of the few
brands in the world to have a colour for a name."
This vibrant turquoise is clearly visible on the product
packaging, with both bottles and sleek-line cans available
in the on- and off-trade. "Fayrouz has an iconic bottle
design with embossed malt leaves. Consumers associate
this shape with the sparkling malt category and we see
our competitors imitating it. Last year the packaging was
completely refreshed. Bottles now have metallised labels,
and all packaging types prominently show the fruit and
the sun to emphasise the naturalness of the product. By
the end of 2014, all Fayrouz markets will have the new
packaging."
Fayrouz is currently produced locally in Nigeria, Egypt,
DRC and Tunisia. In addition, there are two production
facilities (Greece and Saudi Arabia) from where Fayrouz
is exported to a wide variety of markets in and beyond
Africa and the Middle East. Nigeria, where Fayrouz was
introduced in 2006, has been a great success story,
growing rapidly to become the leading market for the
brand.
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The aim is to spread its reach further. "With the
increasing consumer acceptance of 'hybrid' products,
we are confident that sparkling malt and Fayrouz can
replicate its success beyond Africa and the Middle East,"
concludes Jan-Willem. "We plan to turn the Americas,
Europe and Asia Pacific turquoise as well."
Watch the Fayrouz
global credential
TV commercial
