Author: Daniel Obi
American foremost beer brand, Bacardi Breezer has joined other international brands that are leveraging Nigeria’s large market as a hub to expand their footprint into Africa.

Convinced of the strong Nigerian growing beer market, owner of the Bacardi Breezer is determined to compete strongly in the local beer market as it is already investing over $100 million (N150bn) in its manufacturing factory in Ijebu Ode, Ogun State, BusinessDay has learnt.

Bacardi Breezer Nigeria, which also has some Nigerians on its board, is launching the product today, in Lagos. The recommended retail price of the product, according to sources, is expected to be competitive at N170.

Revealing the entry of the brand into Nigeria, Akin Adesola of Madisson and Park, media agency to the brand, said Nigeria will be the only African country where Bacardi Breezer would be manufactured and sold to other African countries.

“This will create jobs and boost the Nigerian economy,” he said, as “Bacardi Breezer with 5 percent alcohol‎‎ and delicious mixture of‎‎‎ Bacardi rum‎‎,‎‎ watermelon flavours and sparkling water‎‎ is a product borne out of consumer activity by mixing drinks and fruits.‎‎ It is presently sold in over 100 countries.”
The agency would employ colour and other activations to make the product appeal to the Nigerian audience, Akin said.

Also speaking with BusinessDay on the brand, Gbenga Lawrence, the brand manager, said the brand, which was launched in the UK in 1993, had over 15 flavours, “but in Nigeria we are introducing about three flavours. Breezer’s new packaging is designed to excite and recreate a whole new generation of consumers. Our aim is for unique, consistent, upbeat and edgy global brand expression.”

Already, Sean Tizzle and Seyi Shay are on board as brand ambassadors of the product.

The entry of Bacardi Breezer is expected to further strengthen competition in the Nigerian beer industry, which according to experts, is characterised by a partial duopoly structure that has more than 80 percent of the industry’s total share.

It is not clear how much local input Bacardi Breezer would utilise for the production of the product in Nigeria, but other manufacturers still import over 25 percent of their raw materials.