Nigerian Breweries pushes market boundaries with tequila-flavoured beer
By Onome Amuge
Nigeria Breweries plc, Africa’s largest economy’s pioneer and largest brewer, has pushed the boundaries of market dominance further in its drive to keep control of the industry, with the introduction of a new drink, Desperados, which it described as the world’s first tequila-flavoured beer.
The new beer has been introduced into the Nigerian market in what the brewer hopes will help it continue its quest to build a community of young Nigerians who are spontaneous, driven by great taste and with a readiness to experiment.
Already sold in over 86 countries across the world Desperados, originally created and produced by Fischer Brewery, a French brewing company, was initially launched in the European country in 1995.
Ever since, its distinctive brand has become an international success, disrupting the traditional party spirit and unleashing wild experiments across the world, compelling its introduction into the Nigerian brewery industry, 25 years later.
The tequila-flavoured pale lager beer, brewed fully flavoured with a 5.9 per cent alcohol level content will be produced by Nigeria’s leading brewer, Nigerian Breweries Plc, renowned for highly successful brands including Tiger, Star Lager, Amstel Malta, Heineken, Maltina, Gulder, among others.
As part of the lead-up to the exclusive unveil event held at the EbonyLife Place, Victoria Island, Lagos, the brand took a tour of Lagos, bringing excitement to Nigerians in a custom-made party truck symbolically representing the party culture for which Desperados is synonymously renowned across the world.
Emmanuel Oriakhi, marketing director, Nigerian Breweries, in a statement at the launch event, noted that Desperados is a brand that expresses an unconventional and daring outlook on life which resonates with energetic and vibrant young Nigerians.
He further asserted that the introduction of the unique brand is aimed at creating a community, a nation of tribes, to unify people and build a tribe that celebrates a collection of individual personalities with unique attributes, held together by the purpose of being ready to explore and experiment with new worlds and experiences.
Oriakhi added that Desperados is not just a beer, but a way of life, seeking to inspire the ones who are made to be different with a desire to push the boundaries of wild experimentation reflecting its daring heritage.
Speaking on the distinctiveness of Desperados and plans for the brand in Nigeria, Sarah Agha, portfolio manager, Nigerian Breweries Plc., reiterated that the brand is highly recognised as a big hit across the world and the country’s leading brewery company is committed to creating a difference in the Nigerian brewery sector by making Desperados a beloved brand for young Nigerians.
“We are ready to enhance not the party experience in Nigeria but the beer experience and inspire our audience to be more daring with Desperados,” she added.
Agha also expressed confidence that Desperados, famous for challenging party norms, is set to bring together an eclectic blend of young Nigerians and poised to become the most iconic beer beverage for this generation.
With the launch of Desperados and its sale across retail stores in Africa’s most populous nation, beer lovers have been promised a unique experience.