By Michael Eboh & Naomi Uzor
Intercontinental Distillers Limited (IDL) has announced its plans to expand the distribution of its products across the African market in the next couple of years.
The company, also, as parts of its determination to continually improve on its products line and contents through the adoption of world class technology and research,Â has announced the repackaging of one of its products – Squadron Dark Rum.
Speaking during the relaunch of the product in a pack and in a new bottle, in Lagos, weekend, the Managing Director of the company, Mr. Patrick Anegbe disclosed that the repackaging becomes necessary following improvement in technology and changes in customersâ€™ taste and demands.
He said, â€œIn the course of the last three months, we have relaunched some of our products and now Squadron dark Rum. At IDL, we are committed to researching, producing and marketing first choice quality drinks that satisfy the needs of our customers. Those needs have evolved over the years, new pressures have emerged, the worldâ€™s six billion consumers are becoming increasingly accessible as a result of the emerging global village. Consequently, IDL is also changing to meet these needs and stay true to its mission statement of satisfying customers with first choice quality drinks.â€
He noted that the repackaging will help it meet the needs and demands of its customers, in line with its determination to always add value to its customers.He expressed optimism that the new packaging will help boost the profile of the product, moving it from its current level to a higher level and also improve the level of its acceptance.
He further stated that the current economic meltdown has brought about the need for the adoption of new strategy to remain afloat in its activities, noting that its decision to repackage most of its products was done in line with this strategy.
He noted that as parts of plans to remain profitable, it decided to introduce smaller sizes of its products, such as the introduction of smaller packs and sachets of its wide range of products, to meet the demands for affordable and durable sizes of its products.