ShineOnNigeria
Accelerating Innovations
Star
Gulder
STAR
Increased competition at the lower end
of the market has also meant a focus
on value-for-money propositions that
still offer great quality. "Both our new
Goldberg and Life lager brands, which
were completely relaunched in 2012, are
proving very successful in this space.
"Our non-alcoholic malt portfolio is
also market-leading, popular with those
consumers looking for a nutritious
vitamin-based beverage. Our Maltina
brand leads the market and, in 2014,
Amstel Malta moved into second place.
Both brands are accelerating with
double-digit growth.
"We've undertaken a huge amount of
brand renovation in the last two years.
Almost our entire brand portfolio has
been updated, whether that's new
packaging designs, new bottle designs
or labels. We're making sure our range
is high quality, fresh and exciting for
consumers."
In an emerging market with rapidly
growing competition, the need for
innovation has intensified. "We have
stepped up our game, focusing on
improving the speed and quality of our
innovation execution. As a result, our
innovation rate has grown from 1.5%
in January 2012 to 15.5% during 2014,"
says Walter.
Several of these innovations demonstrate
Nigerian Breweries Pic's courage to be
first in the market. Star LITE, launched
in February 2014, is the first light beer in
Nigeria. "Star had been static for too long
and we needed to become more exciting
and innovative. Star LITE is brewed extra-
cold and filtered ice-cold. The bottle has
a temperature sensitive ice-cold indicator
on the front label which reads: 'When the
icon turns blue, the beer is cold enough
for you'."
Through the Heineken® brand, Nigerian
Breweries Pic launched the K2 bottle
in late 2012, followed by draught lager
in Nigeria for the first time this year.
"Draught has historically presented a big
challenge. Without continued electricity,
the necessary cooling couldn't take place.
We have decided that now is the time to
launch Heineken® draught and we are
doing it using the award-winning
David system.
"We're focusing first on key premium
hotels and outlets in Lagos, taking the
time to train bar personnel in its use.
Franck Evers, Heineken® Draught Mas
ter, has visited several times to teach
the Heineken® 'Star Serve' method
ology for a perfect pour. Although it's
challenging to make it work, it's im
portant for the brand that we put the
effort and investment behind it. We
see the respect for Heineken® and the
pride people take in their work - they
will become our biggest ambassadors.
Furthermore, consumers trying draught
Mainstream
Lager
Overview: Nigeria's number 1, high-quality, cold-filtered
lager beer guaranteeing optimal refreshment.
Renovation: New neck foil and label design, mid-2012.
Innovation: Star LITE Q1 2014 (4% ABV) 'Extra Cold
Brewed - Ice Cold Filtered'.
Target group: 18-34-year-old achievement-oriented
males on a regular guys' night out.
Position in market: #1 in mainstream lager segment.
Overview: The 'ultimate beer' - extra-
matured, premium-quality-for men.
Renovation: New Gulder K3 bottle,
September 2014.
Target group: Discerning 25-40-year-olds.
Position in market: #2 in mainstream
lager segment.
30 World of HEINEKEN Edition 2 2014
