On Friday 11th November 2011, Eko Hotel and Suites was bustling with activity and buzzing with excitment for the unveiling of three new offerings from Nigerian Breweries Plc – Heineken Magnum, the new Fayrouz PET bottle and the Legend Can.
The event was tagged “Hat Trick” and described by a guest described as an “event that shook the brewery industry to its foundation”. Nigerian music star 2Face Idibia wowed the crowd with his hit singles. 2Face got every attendee on their feet – dancing and singing along. He performed some of his major hits including Implication, As you see me so and ended with African Queen.
Also in the house was Mr Incredible himself M.I who performed his hit tracks No. 1, Undisputed and Action film, after which he later unveiled the Legend Can with his back-up dancers in a military styled parade dance step and Guitar man Bez who left everyone speechless after he performed Super Sun which culminated in the unveiling of Fayrouz PET bottle.He sealed his part of the show with his song Zuciya daya.
The Heineken man of the world and iconic actor that featured in Heineken’s latest global campaign, The Entrance, Eric Monjoin was also present at the event.
Nigerian Breweries Plc also used the event to reaffirm its commitment toward the production of high quality drinks that meet international standards.
The event did shake the industry to its foundation when NB unveiled the three products Fayrouz PET bottle, Legend can and Heineken Magnum dubbed “the only beer that pops.” The Magnum comes in the shape of a classic champagne-style bottle complete with cork and cage seal.
Speaking at the unveiling ceremony, Marketing Director of NB Jacco Van der Linden said “Heineken Magnum comes in an impressive 150cl unique and innovative bottle with a cork that allows consumers in Nigeria to actually share a beer for the first time. It is the only beer that pops making it perfect for occasions, especially for the upcoming Christmas and New Year celebrations. Since 2003, Heineken has been the No 1 international premium lager in Nigeria and world’s leading international premium beer in the highly profitable and fast growing international premium segment.”
Shedding light on Legend extra stout, Jacco Van der Linden stressed that it is currently the fastest growing stout brand in Nigeria. On why did he come to this conclusion, he said “It is because we were able to provide a better tasting stout preferable by consumers and also showing in sales volume. Legend is a full brewed stout, the only one in the country. We decided to put legend in can because it was what our consumers wanted and because it reaches those places the bottle cannot due to convenience. We did this in order to deliver satisfaction to all consumers who desire an affordable and best quality stout.”
On Fayrouz, he said the brand was introduced into the Nigerian Market in 2007 as the first malt based soft drink. It is available in 33cl bottle and cans which was launched in 2009. The brand has been highly successful with impressive annual growth year on year. The payoff is “refreshingly different” taking into cognisance that the brand is the only premium grown up soft drink in the Nigeria market today.
Jacqueline Van Faassen, Senior Brand Manger Heineken added that “Magnum contains the same high quality premium Heineken beer and should be served in a special bucket filled with ice and with a special Heineken glass to give that super premium impression and perfect serve”.
Funso Ayeni, Brand Manager Legend Extra Stout added that at the end of 2009, Legend was re-launched in a great looking bottle which befitted the brand. The growth of the brand, he stated has been phenomenal. “Legend is growing impressively in volume every two years. This great achievement is unheard of in Nigerian markets and we are excited about it. We believe that despite these huge achievements, Legend can still grow faster in the future and the consumers can be assured of getting Legend wherever or whenever they want it”
The introduction of the PET bottle is to further consolidate market dominance according to Nnenna Ifebigh-Hemeson, Senior Brand Manager Fayrouz. She stated that the brand which comes in pear and pineapple flavours has been widely accepted by consumers within a very short time.
She further stressed that “Fayrouz is a premium soft drink that has been specially developed for an adult palate, with no artificial colours or preservatives. It is naturally created to be gently sparkling and to deliver delicious fruit flavoured refreshment. With its golden colour and foamy head which is a result of the malted barley, Fayrouz is the perfect choice for people looking for an excitingly different soft drink. Malted barley lies at the heart of the Fayrouz recipe and is traditionally crafted using pure, clear water to let its flavour build slowly over several days. This helps to give Fayrouz its unique depth of flavour and sweetness. As Fayrouz does not undergo any fermentation process there is no alcohol in the final delicious product.”
Photos from the event