Highly competitive Nigerian bitters market gets yet another entrant

“It has a smooth taste which is believed to make it unique and different from existing brands in the bitters market,” reports Nairaland.com, a popular forum site in Nigeria.

Korect Bitters was launched recently at a high-profile media event at the Lagos Marriot Hotel, which also unveiled Nollywood actor, Bolanle Ninanlowo, as its brand ambassador.

Outlining the go-to-market strategy, Brand Manager John Sinmidele Ogunwale, explained: “Korect Bitters is intentionally crafted to bring out the best in every Nigerian, whether male or female … it is a brand that takes pride in celebrating individuals who go the extra mile to ensure excellence is their final output. To us, they are the ones who deserve the accolade; ‘Korect Guy’.”

Large investment in production of Korect Bitters

According to the Nigerian-based newspaper Business Day, Grand Oak has invested more than US$1-million in the production of Korect Bitters.

The local bitters market is estimated to be worth more than US$400-million and has a year-on-year growth rate of over 15%. It is dominated by Diageo’s Orijin brand.

Trend Type, the London-based emerging market consultancy, notes that there “is a very long tail of brands, many of which are sold in small bottles or sachets to be more affordable”.

The consultancy adds: “Part of the appeal of bitters is that the bitters category is positioned as healthy, an aphrodisiac, and as an alcoholic energy drink. 

“Manufacturers have targeted male beer drinkers with messages about weight loss (beer is perceived to be fattening), sexual performance, restorative powers and vitality. In non-alcoholic drinks, blood tonics and other herbal drinks have occupied some of this space.”

Last month, Craft Methods launched the D’General Bitters brand, described as “a fine blend of water, honey, citrus, alcohol and natural herbal extracts”. Craft Methods is a local FMCG company better known as a manufacturer of baby diapers.