Nigeria’s leading beer brand, Star Lager known for its great Corporate Social Responsibility recently announce a partnership with the Nigerian Professional football league, and has thus become the first official beer partner of the league..
the partnership was announced at an event that brought together stakeholders from the Nigerian football industry and the corporate world to celebrate a major milestone in Nigeria’s football history.
This first of its kind partnership will commence from the 2015/2016-football league season and end with the football league season of 2019/2020.
The Marketing Director, Nigerian Breweries, Franco Maria-Maggi, said: “We’ll be finding ways to use this unique partnership of the NPFL to give our consumers more reason to enjoy the local football. Football in Nigeria and we’re excited to sign this agreement with the LMC that sees us become Official Beer Partner of the NPFL for the next four seasons. It’s a partnership that we expect to bring excitement to Nigerian football and the fans who love the domestic game.”
Chairman of League Management Company, Shehu Dikko, said: “We are excited about this partnership with Star Lager, and we hope to achieve more from this with the support of all stakeholders involved. Having Star as a major sponsor will certainly be the key to a bright future for professional football league in Nigeria.
“This partnership agreement with Star shows that there is opportunity for corporate Nigeria in our league and we hope that many more organizations will take advantage of football to reach their target markets as we continue to build an attractive league.
Nigerian Breweries Plc, is the pioneer and largest brewing company in Nigeria. It serves the Nigerian market and exports to other parts of West Africa.
The Nigerian Breweries was incorporated in 1946. Its first bottle of beer, Star Lager, rolled off the bottling lines of its Lagos brewery in June 1949. The brewery commissioned other breweries including Aba Brewery in 1957, Kaduna Brewery in 1963, and Ibadan Brewery in 1982. In September 1993, the company acquired its fifth brewery in Enugu, and in October 2003, its sixth brewery, sited at Ameke in Enugu. Ama Brewery began brewing on the 22 March 2003 and at 3 million hectolitres is the largest brewery in Nigeria. Operations at Enugu brewery were discontinued in 2004, while the company acquired a malting Plant in Aba in 2008.
In October 2011, Nigerian Breweries acquired majority equity interests in Sona Systems Associates Business Management Limited, (Sona Systems) and Life Breweries Limited from Heineken N.V. This followed Heineken’s acquisition of controlling interests in five breweries in Nigeria from Sona Group in January 2011. Sona Systems’ two breweries in Ota and Kaduna, and Life Breweries in Onitsha have now become part of Nigerian Breweries Plc, together with the three brands: Goldberg lager, Malta Gold and Life Continental lager.
In December 31st 2014, Nigerian Breweries Plc completed the merger with Consolidated Breweries Plc which added the three breweries in Ijebu-ode, Awo-Omama and Makurdi. The brands 33 Export Lager, Williams Dark Ale, Turbo King Stout, More Lager, Breezer, Himalt and Maltex(the first Nigerian malt drink) were also added.
In November 2015, Nigerian Breweries launched the international brand Strongbow cider which makes it the first in Nigeria to produce and bottle the cider category beverage.
Nigerian Breweries Plc now has ten operational breweries from which its products are distributed to all parts of Nigeria, in addition to the malting plants in Aba and Kaduna. Nigerian Breweries also supports operations in Champion Breweries Plc, Uyo.
The Nigerian Breweries owns brands like Heineken, Star Lager. Climax Energy Drink, Gulder, Goldberg, 33 Export, Legend Extra Stout, Amstel Malta, Maltina, Malta Gold, Maltex, Hi Malt, Strongbow Apple Ciders, and Fayrouz.
Nigerian Breweries rewards 30 entrepreneurs with N7.5m
The Nigerian breweries is known for its commitment to community development and takes it corporate social responsibilities very seriously. Over the years, it has demonstrated this commitment to social causes by pioneering great causes and impacting the society positively.
Life Continental Lager Beer, a product from the stables of Nigerian Breweries Plc has kicked-off the 2nd edition of its Progress Booster Show. The Progress Booster Show is an entrepreneurial talent hunt and mentoring radio program targeted at innovative businessmen and women in the South Eastern states of Nigeria. The show rewards entrepreneurs who have compelling and interesting business ideas with funds to start or grow their businesses. The beer brand handed out N7.5m to 30 winners recently.
The event which took place on Sunday 26 June, 2016 at the New Berries Park, Enugu, saw 20 winners who had great business ideas selected as winners. In addition, Life Continental gave 10 more entrepreneurs who came with their business ideas to the event a chance to win N250,000 each through a live interview session by selected judges, making a total of 30 winners.
While addressing guests at the event, Emmanuel Agu, Portfolio Manager, Mainstream Lager and Stout Brands, Nigerian Breweries Plc, said “We started this because we know what is in the heart of the Igbo man. Most of the time, they have good business ideas but do not have money to fund them. We are running the Progress Booster show for Igbos living and doing business in the East. This is because we want them to benefit from Life Continental Lager Beer”. He further stated that in 2015, the company empowered 50 people with N250,000 each, to fulfill its vision of inspiring young Igbos to present creative business ideas and keeping the enterprising culture of the Igbo man alive.
Agu urged aspiring entrepreneurs to submit their entries for the Progress Booster show as more winners will be selected in the coming months.
Past winners, Felicia Emeh and Henry Nwafor shared inspiring experiences of how they used their cash prizes in expanding their businesses and the success they achieved.
Guests were also given the opportunity to win exciting gifts through a raffle draw competition.The night ended with winners and guests celebrating with free bottles of Life Continental Beer and a live band.
The Devaluation of the Nigerian Naira May Have a Negative Impact on Heineken’s Nigerian Unit.
The head office for Heineken’s Nigerian unit announced that a pending devaluation of the Naira by the Central Bank would negatively impact their earnings for the next 4 financial years. This statement was released on the back of a report released by South African-based NKC Independent Economists last week. The report stated that the Central Bank of Nigeria may be forced to lower its currency peg if foreign reserves continue to deplete.
The NKC Independent Economists reported a 13% decline in reserves this year alone, falling to $37.9bn. According to Godwin Emefiele, (Central Bank Governor elect), the devaluation of the Naira would ‘devastate’ the country.
Information provided by Nigerian Breweries states that Nigeria presently imports 40% of the raw ingredients needed to make beer. CEO, Nicolaas Vervelde stated in an interview dated March 31st that the percentage of raw materials imported to make Heineken is even higher than that of other beers because it contains a higher percentage of malted barley.
Statistics indicate that the Naira dropped to its lowest on record against the Dollar following allegations that President Goodluck Jonathan had suspended Governor Lamido Sanusi in February 2014 for “financial recklessness and carelessness”. At the time of publication, the Naira stands at 163.95 Naira to 1 US dollar; indicating a devaluation of 2.2% this year to date.
Although Nigerian Breweries are preparing to take a hit, they are confident that they will be able to recoup some of their losses during the upcoming election campaign which normally generate dramatic increases in spending. Nicolaas Vervelde stated in an interview that: “This year there is a pre-election spend and it flows through in 2015 and with that, the market accelerates in terms of growth”. Prior to the 2011 elections, the Nigerian government increased its budget by 17%; they are therefore likely to follow suit in the upcoming presidential elections in February 2015, where the People’s Democratic Party are forecasted to be up against stiff competition from the All Progressive Congress.
Nigerian Breweries, the second largest producer of Beer in Nigeria, has also reported an 11% devaluation in their shares in contrast with the 6.9% decline in the Nigerian Stock Exchange all share index (of which Heineken owns 38%). The stock dropped by 0.5% to 150.25 Naira in Lagos on the 27th March, appreciating the company at 1.14 trillion Naira.
Heineken had predicted an increase in sales for 2013 after sustaining a decline in 2013 in the Central and Eastern European regions which they had hoped to off-set by a growth in the African Market. However, Nicolaas Vervelde remains confident that the African Market will stabilize as it remains a viable market: “those fundamentals haven’t changed over recent years”. This is supported by statistics from the International Monetary fund, which predicts that Nigeria’s economy will expand by 7.4% this year.
Both Heineken and Nigerian Breweries have confirmed that the decline in the market is mostly due to the insurrection in the North of the country due to the activities of Boko Haram which is responsible for the deaths of 1,500 people this year alone (confirmed by Amnesty International). Fighting between the Nigerian Government and Boko Haram intensified last month causing a state of emergency to be declared in 3 states.
Nigerian Breweries principal beer brand, Star has announced that it will pioneer Nigeria’s premier combined music and talent game show. According to a Star representative, the game show will be entitled: “Star The Winner Is” and is forecasted to juxtapose the extemporaneity of a game show with the allure of a musical talent show. “Star The Winner Is” is set to change the lives of many, whilst simultaneously providing entertainment to television audiences throughout the nation!
As the Star brand is already synonymous with successful television shows such as Star Quest, Star Mega Jam and the highly acclaimed Star Music Trek nationwide concert tour, “Star the Winner Is, is destined to become the jewel in the crown of the Star Entertainment brand! All contestants will be judged by an in-studio panel of Industry experts who will negotiate with contestants before making decisions pertaining to progression and the fate of each contestant.
“Star the Winner Is”, which is due to air world-wide, will consist of “sing-offs”: singing duals, dramatic decisions and instant cash prizes; it will seek to discover raw talent across Nigeria whilst turning them into global singing sensations overnight! Tokunbo Adodo, Marketing Manager for the Star brand has gone on record to say that: Nigeria is filled with incredible singers and Star is proud to be associated with a global platform such as: “The Winner Is” to bring the dreams of talented Nigerians into being, making them outstanding winners”.
Tokunbo Adodo is further cited as saying that “Apart from being a music talent show. Star “The winner Is” will have an unusual twist to it where after each singing dual round, contestants can negotiate with opponents whether to get out of the contest by walking away with a smaller sum of money compared to the grand prize of 10 Million Naira and a Car”.
KCEE, Klint D’Drunk, Asa, Raw, Psquare and DJ Switch all found fame via Star Music Entertainment shows- this time, it could be you!!!
“Star The Winner Is” is commissioned to launch this month, auditions are being held in Lagos, Abuja, Benin, Port Harcourt and Enugu! Further information regarding the dates and venues of the individual auditions can be accessed via the Star brand website.
Nigerian Breweries Plc. announced their plans to release a ‘lite’ version of their market leading Star Beer yesterday during a media event. The stakeholders and distributors who attended the event said that the launch of Star Lite was both unexpected and delightful!
The new beer is the pioneer of ice cold filtering technology for Nigerian Breweries, is made from 100% natural ingredients and is forecasted to have a crisp, refreshing taste!
According to Walter Drenth, Marketing Director for Nigerian Breweries: ‘It’s a first-of-its kind innovation and we are certain our customers will love it.’ Do you agree? Be one of the first Star fans to try Star Lite and share your opinion with us at Drinks.ng.