The beer segment in the Nigerian alcoholic beverages market has been projected to sustain significant growths in the year 2018 thanks to an expected improvement in the national economy that is very likely going to be driven by increased sending power ahead of election year 2019.
But as analysts make projections on what is likely going to be a boom year for brands in this segment, most people are very likely not going to be talking about positioning statements and other marketing activities that have been responsible for the growth of this segment especially against the background of the economic recession that the country is emerging from.
That some of these brands, a few years ago were off the shelves of many stores is also something of significance. Some years ago, many of the brands, most especially in the beer category of this segment, were in the throes of virtual extinction.
In south west Nigeria, one such beer brand is Trophy, a beer that most local people held on to for years until demand patterns shifted and adversely affected regional brands across the country. Back in those days, Trophy as a brand, though occupying an identifiable niche in the regional value beer segment, …read more