COUNTRY FOCUS
9 LEADING RENOVATIONS
AND INNOVATIONS
Heineken®
A Heineken®
billboard brightens
the Lagos skyline
ith a population of
^Êm around 175 million,
W predicted to reach
close to 400 million by 2050, Nigeria is
understandably known as the 'Giant of
Africa'. The growing population is young,
urbanising and increasingly middle class.
Also growing is the GDP: on average 6%
CAGR over the last five years, overtaking
South Africa to make Nigeria the
continent's largest economy.
At the same time, the lager, stout and
malt market is expected to grow 5-7%
per year to 2018. "Nigeria is the second-
largest country for HEINEKEN in terms
of revenue," said HEINEKEN CEO Jean-
Franqois van Boxmeer at this year's World
Economic Forum in the capital Abuja.
"But our investments into it didn't start
yesterday. We've been active in Nigeria
since the 1940s."
Nigerian Breweries Pic, incorporated
in 1946, was HEINEKEN's first brewing
operation in Nigeria. Today it is the
country's second-largest public company.
Combined with sister enterprise
Consolidated Breweries, majority-owned
by HEINEKEN since 2005, operations
include 12 breweries and two malting
plants.
Significant investments are being made
into the breweries. "We have invested to
ensure the breweries are modernised to
high quality standards and capacity is
expanded," says Nico Vervelde, Managing
Director, Nigerian Breweries Pic.
Premium
Lager
Brands for Every Wallet
Nigerian Breweries Pic produces a
broad portfolio of lager, stout and
malt beverages, with price points to
suit all consumers. "Our aim is to have
the leading brands in every segment,"
says Walter Drenth, Marketing Director,
Nigerian Breweries Pic. "Star lager, which
we've brewed since 1949, leads the
mainstream and is the biggest beer brand
in the country, followed by Gulder. Both
brands are out-performing competing
mainstream brands in the market. We're
also gaining share in the premium
segment, with the Heineken® brand
growing disproportionately."
See how Star beer
lights up Nigeria
Crate art: the new
Gulder K3 bottle
launch event
Overview: The international premium flagship brand.
Renovation: New Heineken® K2 bottle, end 2012.
Renovation: New Heineken® can design, mid-2014.
Target group: 25-34-year-old Men of the World who
want to be known for their style and good taste.
Position in market: #1 in the premium lager segment.
Edition 2 2014 World of HEINEKEN 29
