Inside the unconventional strategy of AbInbev against Heineken in
Nigeria
AbInbev is the world’s biggest brewer and its looming shadows are sending creepy feelings around the beer market in Nigeria and Heineken,
the biggest competitor is responding by spiking excitement around almost all its brands
Caste Lite has crept up and may fill where Star lite has been struggling
Star, Gulder and other Heineken brands in Nigeria are being strengthened to compete
It’s guerrilla war in the Nigerian beer market and it is a war guile, gauntlets, cash and craftiness. It’s a war that marketing generals are so far confining to
the boardrooms but which will eventually spill to the bars, clubs, pubs and the streets with all the ruthlessness of a winner-takes-all battle.
Most people in Nigeria do not yet know that AbInbev, the world’s biggest brewer that recently swallowed SABMIller, the world’s (former) second biggest
brewer has quietly launched in Nigeria and with a modest war-chest it plans to deploy to upstage Heineken, owners of Nigerian Breweries Plc. In October
2016, An Anheuser-Busch InBev NV as the company is known in full, formerly took over control of SABMiller’s and International Breweries operations in
Nigeria. This follows the acquisition of SABMiller earlier in the year in a deal worth over $105 billion.
The new company is now known by the trading name of AbInbev International Breweries Limited with headquarters in Nigeria from where it will
simultaneously oversee the Nigerian and Ghanaian markets, a cost management strategy that will significantly reduce duplication and fast track decision
making.
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