In an emerging market with
growing competition, the
need for innovation has
intensified
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COUNTRY FOCUS
Key City
Goldberg
Life
Population: 21 million.
Known for: Its vibrant music scene
and 'Nollywood'film industry.
Main industries: Finance and the Port of
Lagos.
Key city because: The most populous city
in Nigeria and home to Heineken® House
Lagos.
Heineken® see how the quality adds
to a great beer experience. As a result,
there is enormous demand from out
let owners.
"Innovation isn't limited to our beer
brands. We've also developed an
innovation 'first' in the malt category.
Maltina is the first in the market to
introduce a resealable PET bottle. This
was technically difficult and we spent a
long time testing to get it right. We've
started a regional roll-out and it's
proving extremely successful.
"Every quarter this year, we are
executing multiple innovations and
renovations; one you'll see from
September this year is the new Gulder
K3 bottle, which is the biggest bottle
change operation across all the
disciplines of the company so far."
Engaging Events
Across the brand portfolio, Nigerian
Breweries Pic creates brand experiences
and events that engage and inspire
consumers.
Value-for-money
Lager
Overview: A good-quality, good-value lager
beer.
Target group: Semi-urban beer lovers looking
for fair-priced, quality lager.
Position in market: #1 in value-for-money
lager segment.
-ü
a
Friends enjoy a Star beer during a typical
night out
Heineken® House Lagos can host up
to 700 consumers
Group selfie: Nigeria's marketing team
has good reason to smile
Overview: A rich, crisp lager beer with a distinctive
taste and well-rounded aroma.
Target group: Semi-urban lager beer drinkers in
the east of the country looking for good-quality
affordable lager with regional relevance.
Position in market: Regional #2 in value-for-money
lager segment.
Edition 2 201A World of HEINEKEN 31
