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BUSINESS STRATEGY

Highly competitive Nigerian bitters market gets yet another entrant

By our News Team | 2023

Media event in Lagos unveils Nollywood brand ambassador and premium brand strategy for Korect Bitters, which joins a host of competitors.

Grand Oak Limited, the manufacturer and marketer of Nigerian alcoholic drinks Seamans Schnapps and Lord’s Gin, has entered the country’s highly competitive bitters market with the launch of Korect Bitters. 

 

The product is being marketed with product quality, smooth taste and ‘perfect blend’ as its key differentiating factors.

Business Strategy

The Korect Bitters marketing team with brand ambassador Bolanle Ninanlowo (centre) during the launch event. Photo credit: Grand Oak Limited

“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.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
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