The Alcoholic Bitters category is one of the fastest-growing categories in Nigeria’s alcoholic beverage market. The market, valued at over US$400 million, boasts a remarkable annual growth rate exceeding 15%. The category has experienced a transformative shift in recent years, driven by a growing consumer preference for herbal remedies and traditional beverages. This market landscape has given rise to several challenger brands, each vying to establish a distinct presence.
Korect Bitters, Odogwu Bitters, Ace Roots Bitters, and D’General Bitters are four standout brands making significant waves in the Nigerian bitters sector. Each brand has crafted a unique identity, leveraging heritage and modernity to capture consumer interest.
Korect Bitters
Grand Oak Limited made a strategic move into the bitters category with the launch of Korect Bitters in 2023. In 2023, Grand Oak Limited launched Korect Bitters, crafted from a blend of roots and herbs, offering a smooth and unique taste that sets it apart from other brands.
According to Food Business Africa, the company has invested over $1 million in the production of Korect Bitters, reflecting its confidence in the product’s potential to capture a market share. The Nigerian bitters market, valued at approximately N32.5 billion (US$42.2 million) and growing at 16 percent annually, represents a significant opportunity.
Launch Event
Grand Oak unveiled this brand at a high-profile media event, signalling their commitment to impact the bitters market significantly. The launch event drew significant attention, emphasizing the brand’s entrance into a market filled with established competitors. Korect Bitters’ marketing strategy emphasizes its smooth taste and high-quality ingredients, distinguishing it from existing products.
Marketing Strategy
To further bolster its presence, Grand Oak Limited appointed Mr. Bolanle Ninalowo, a prominent Nigerian actor, as the brand ambassador for Korect Bitters. Ninalowo’s endorsement is a strategic move to leverage his influence and appeal to a wide audience. He has publicly praised the product for its distinctiveness compared to other bitters on the market, enhancing Korect Bitters’ credibility and appeal.
The “Start Fresh, Start Korect” campaign includes TV, radio, and social media ads, and features Mr. Bolanle Ninalowo in its recent TVC “A Korect Guy Saves The Day”. High-profile events, on-ground activations, and community engagement enhance brand visibility.
Odogwu Bitters
Launched in 2022, Odogwu Bitters has quickly made its mark on both the Nigerian and international liquor markets. Created by Obi Cubana, a leading figure in the hospitality and entertainment scene, this uniquely blended herbal spirit has become a symbol of Nigerian elite class and cultural pride. Within a year of its launch, Odogwu Bitters is not only making waves in Nigeria but is also steadily penetrating the global market, showcasing the potential of Nigerian products on the world stage.
Odogwu Bitters is crafted from a blend of pure honey and organically grown ginger, providing a taste that is both unique and versatile. The 30% alcohol content of Odogwu Bitters makes it suitable for both straight consumption and as a cocktail mix, appealing particularly to younger consumers who are drawn to its distinct flavour profile
The brand’s name, “Odogwu,” is derived from an Igbo word meaning “A Strong man,” which speaks to the brand’s bold and audacious entrance into the market. This name choice is a strategic nod to the cultural heritage of Nigeria, positioning Odogwu Bitters as not just an alcoholic beverage but a representation of Nigerian identity and strength.
Odogwu Bitters’ value proposition is a drink that combines the benefits of herbal bitters drink and energy boosters with additional health benefits like an increase in libido, antioxidants, and aids in fighting flu, which adds a layer of appeal beyond its flavour.
Brand Launch
The official launch of Odogwu Bitters was a hive of activities and attracted a host of celebrities and influencers from across Nigeria’s entertainment industry. During the official launch of Odogwu Bitters, numerous activities took place and it attracted a wide range of celebrities and influencers from Nigeria’s entertainment industry. The organisers introduced brand ambassadors like Zubby Michael, Portable, Alex Ekubo, Mr. Jollof, and Broda Shaggi. Their association with the brand has helped to drive its popularity and market reach.
Odogwu Bitters has reached a wide distribution across Nigeria, including states such as Osun, Lagos, Delta, Abuja, Nasarawa, Anambra, and Rivers. It has even made its way to London, reflecting its growing international appeal.
Marketing Campaigns
A strong emphasis on inclusivity and pan-Nigerian appeal characterizes the marketing campaign for Odogwu Bitters. The tagline “Odogwu no dey look face. Odogwu is for everybody,” highlights the brand’s intention to transcend tribal and cultural boundaries, making it a drink for all Nigerians and indeed the world. This inclusive approach has resonated well with consumers, as evidenced by the product’s warm reception across various regions in Nigeria.
In August 2022, Nigerian comedienne and on-air personality Real Warri Pikin was unveiled as their first female brand ambassador for Obi Cubana’s Odogwu Bitters, further cementing her influence in the entertainment industry.
Source: Odogwu Bitters
Odogwu Bitters has also been prominent in sponsoring high-profile events, including music concerts and cultural festivals. These events feature elaborate booths and interactive experiences, allowing the brand to engage directly with attendees and offer product tastings. This strategy has significantly enhanced the brand’s visibility and appeal, especially among the urban youth.
Ace Bitters
In 2014, Nigerian Breweries Plc expanded its product portfolio by launching Ace Bitters, a herbal-based Ready-to-Drink (RTD) alcoholic beverage. Ace Bitters was positioned to compete directly with Orijin, which had dominated the market since its introduction.
Nigerian Breweries strategically launched Ace Bitters to tap into the increasing demand for herbal alcoholic beverages in Nigeria. The company recognized the rising trend among Nigerian consumers who were shifting towards drinks that offered a blend of traditional African herbs and modern alcoholic beverages.
Hubert Eze, the former Sales Director at NB Plc, emphasized that their aim in developing Ace Roots was to reconnect consumers with an era when herbal drinks were highly appreciated for their health benefits..
Marketing Strategy
Ace Bitters was introduced with a distinct value proposition: a blend of 14 natural African herbs, spices, and fruits, combined with a low sugar content and 6% alcohol. This brand was positioned as a celebration of African heritage, offering an authentic taste experience with its carefully selected natural ingredients.
An aggressive marketing campaign designed to establish the brand’s presence in a highly competitive market marked the launch of Ace Bitters (together with its near-beer variant Ace Roots). A trade launch event was held at the Havens Event Centre in Ikeja-Lagos, and was well attended by key stakeholders, distributors, and celebrities such as Wande Coal, Black Magic, and Korede Bello, among others. Nigerian Breweries leveraged these personalities to boost the brand’s visibility and appeal to its target audience of young, vibrant, and culturally rooted Nigerians.
The Return of the Ace: Relaunched After a Relapse
The Ace portfolio (Ace Bitters and Ace Roots) was phased out of the market for a few years but was recently relaunched with a near-beer line extension called Ace Roots. This was launched through an owned activation platform called THE BIG WEEKEND. The relaunch drive has also seen the brand penetrating regions like Warri, Ibadan, Ogun, etc through a blend of event sponsorships, owned platforms and micro-influencers.
Recently, the brand celebrated Ijebu culture at the Ojude Oba Festival, embracing tradition with special sampling sessions and cultural displays. The brand’s involvement reflected its commitment to Nigerian heritage, adding vibrancy and community spirit to this iconic event.
D’General Bitters
In July 2023, Craft Methods, an innovative FMCG company in Nigeria, made a significant leap into the alcoholic beverage market with the launch of D’General Bitters. This brand is described as a refined blend of water, honey, citrus, alcohol, and natural herbal extracts. D’General Bitters is positioned as a premium alcoholic bitters drink that caters to discerning consumers who crave a unique and healthy lifestyle choice.
Brand Launch
One of the highlights of the brand’s entry into the market is the release of a star-studded TVC. The TVC which was shot using an Afro-inspired theme featured entertainment topshots like Davido, Zlatan, Cubana Chief Priest, Sola Shobowale, Seun Kuti, KC Presh, Mr Macaroni, Brain Jotter, Nas Boi, etc.
The grand launch of D’General Bitters was a star-studded affair that set the tone for the brand’s ambitious market entry. Hosted by the versatile Frank Edoho, the event attracted a diverse array of Nigerian celebrities and entertainment icons, including Denrele Edun, Frank Edoho, D’Banj, Seyi Vibez, Maria, IK Ogbonna, Cubana Chief Priest, Kate Henshaw, FunnyBone, Yaw, Peruzzi, Do2tun, and many more. The event was not just a celebration, but also a strategic move to create buzz and capture the attention of Nigeria’s vibrant social circles.
The brand further reinforced its market presence by unveiling a formidable list of brand ambassadors, featuring some of Nigeria’s most influential personalities. These ambassadors include internationally acclaimed music star Asake, as well as Davido, Phyno, Sola Sobowale, Chidi Mokeme, Destiny Etiko, Mr. Macaroni, Seun Kuti, Kcee, Sabinus, Zlatan, Brain Jotter, Nasboi, and others. Their involvement is a testament to Craft Methods’ commitment to leveraging star power to establish D’General Bitters as a household name in Nigeria.
Dr. Ushi Emeka, the General Manager of Craft Methods, highlighted the brand’s dedication to quality and innovation. According to him, D’General Bitters is crafted with precision in their state-of-the-art facility, while adhering to the highest hygiene standards throughout the production process.
D’General Bitters has been actively involved in community engagement, sponsoring local festivals and cultural events. These events offer opportunities for free tastings and consumer education about the health benefits of the product. This community-focused approach has been effective in building strong connections with local consumers and enhancing the brand’s reputation.
Conclusion
Overall, the Nigerian bitters market has evolved into a dynamic and competitive sector, with Korect Bitters, Odogwu Bitters, Ace Roots Bitters, and D’General Bitters emerging as key challengers. Each of these brands brings a unique combination of flavor, heritage, and marketing strategies, contributing to the growing popularity of bitters in Nigeria.
These brands are reshaping the bitters’ landscape in Nigeria, offering consumers a diverse range of options and elevating the market with their distinctive approaches and strong consumer connections. Through strategic campaigns, engaging brand activations, and a commitment to quality, these challenger brands are making significant strides and shaping the future of Nigeria’s bitters category. The jury is still out there on which brand will get a sizeable chunk of the market but we keep our fingers crossed, looking out for new developments as the category evolves.
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