How brewers are selling beer with folklore
As Nigeria’s recession deepens and consumers pockets are squeezed, majority of those still drinking have shifted their
beer preferences to value or low cost brands.
Nigerian Breweries Plc, the country’s leading brewer recently re-launched Goldberg Lager, one of its low cost brands as
“Your Excellency” in a new credential campaign.
The brand handlers said that “Your Excellency, as an appellation for Goldberg reinforces its leading position in the
market”. Patrick Olowokere, Corporate Communications Brand PR Manager, Nigerian Breweries Plc, said “As you
know, the honorific ‘Your Excellency’ is used to address the highest authorities in many political, religious and
monarchical circles.
As a beer brewed to golden standards by the master
brewer, Nigerian Breweries Plc, Goldberg’s excellent
credentials earns it the name ‘Your Excellency’ among
its peers”.
Brewers have learnt that consumers have a personal
attachment to their beer of choice. It is more than just
a beer. It is the consumer feeling that they have a
personal relationship with their beer. The former
SABMiller CEO, Allan Clarke once said:
“People badge themselves with beer. It has an
emotional content,” he adds.
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