Access Bank PLC

Consumers Reject Orijin Bitters as Nigeria Breweries Unveils Ace Roots

First Bank Nigeria

orijinThe introduction of Orijin Bitters by Guinness Nigeria PLC in 2013 no doubt brought stiff competitions to the bitters liquor market. The brand, Orijin bitters dominated the entire market for the better parts of 2013 sending most rival brands including Ghana imported Alomo Bitters to the background.
The Guinness bitter liquor which is available as Orijin, in 30cl and 75cl bottles, and Orijin Bitters, in 20cl pet and 75cl bottle surprisingly dropped in demand after a short period of dominance.
Investigations conducted by indicates that most lovers of bitter liquor no longer long for the much hyped Guinness brand. Finding revealed the once toast of many, Alomo bitters and other local products are now bouncing back as the people’s favorites.
The drop in the demand for the new Guinness product according to one of the consumers who spoke to us claimed ‘’it is because of the hang-over after consumption, it’s always terrible’’.
It was also gathered that some people also complain of serious back ache after consumption which is said to be one of the major reasons for the drop in demand.
Another consumer who spoke to us on phone also insisted that the drink gives him severe pile known as jedi jedi in the western part of Nigeria. He stated that “I always have serious jedi jedi (pile) anytime I drink it so I have since stopped drinking it,” he said.
Ladies also fell in love with Origin bitters on introduction but it has also dropped in the pecking order of many ladies’ favorite entertaining drinks. Reason, further diggings revealed that most females especially the young ones get extremely weak after consumption of one or two bottles of the bitters.
“Sometimes, I will be weak and won’t be able to do anything. I prefer to take Snap (another product by Guinness). I don’t like that Orijin at all especially when am away from home’’. One of the female consumers confessed.
Meanwhile, Guinness top competitor, Nigeria Breweries (NB) recently introduced its competing liquor herb.
ace rootsThis new product known as Ace Root was launched and unveiled on the 8th of April 2015 and it instantly hit the chillers and bar shelves of top entertainment spots, bars, hotels and clubbing arenas.
Like Orijin on its debut, Ace Roots in just less than a month of its introduction has found its way into the hearts of herbal liquor patrons, inflicting more damages on the demand for Orijin which has already lost its grip and top position in the herbal liquor market.
A marketing executive, Mr Steve Oluwanisola told that “the introduction of Ace Roots by Nigeria Breweries will definitely mark a new and fierce rivalry between Nigeria Breweries and Guiness Nigeria”. The two top Nigeria brewers have been perennial rivals in the industry for over four decades both in Nigeria and the coast of West Africa.
Nigeria Breweries Zonal Business Manager – West, Opeyemi Oluwalusi, made their intention for stiff competition known in his address at the launch of the product three weeks ago.
First, he introduced Ace Roots as “a product of painstaking research and response to consumers’ retailers and distributors’ demands and the result of Nigerian Breweries Plc’s in-depth consultations with critical stakeholders before its intervention in the herbal mix section of the beverage drink market.”
Mr Opeyemi Oluwalusi further emphasised that “At Nigerian Breweries Plc., we love to respond to consumers’ demands. You will bear me witness that your feedback from consumers and critical stakeholders have continued to play critical roles in our decision making process.
He also clearly explained why Ace Roots is better than their rival’s product. In his words, Mr Opeyemi stated that “Ace Roots takes the health, wellbeing and even the pocket of the consumer into serious consideration before it debuts. The herbal mix comes with the lowest sugar content in the Nigerian market today.
Whereas there are herbal mixtures with as much as five cubes of sugar, Ace Roots has very low sugar content of just one cube of sugar. Aside this, Ace Roots is made with actual herbal juice extract from age-long roots, leaves and herbs. It’s alcoholic content is moderated at 6%, that’s a little higher than lager beer and slightly lower than stout beer beverages. More importantly, Ace Roots is entering the market with great value that takes the consumers’ purse into serious consideration. I can assure you that Ace Roots will not bore holes into your pockets,”
However, the emergence of Orijin bitters came as a result of many’s preference for bitters which relatively affecteds the demand for beer and other related drinks. The entrant of Ace Roots from Nigeria Breweries observers believe will spark another battle for consumers between the two West African giant brewers.

Related Articles

Leave a Reply

Your email address will not be published. Required fields are marked *

Back to top button