By Princewill Ekwujuru
Intercontinental Distilleries Limited, IDL, has expanded its distributors’ businesses with over N200 million.
The company said the amount it gave as reward to the distributors in the 2013/14 trade partners award ceremony is the only way to help expand the distributors businesses, and eventually help employ more hands, thus reducing unemployment in the process.
Giving the breakdown of the reward, the Managing Director of IDL, Engr. Patrick Anegbe, said that the company spent N72.2 million on cash prizes, N36 million for gift items and the three Sports Utility Vehicles, SUV jeeps to top distributors, bringing the total amount spent to over N200 million.
On the SUV’s the managing Director said: “these are part of the gift items, some of the distributors have done exceptionally well, so very well that we need to encourage them, In fact, we cannot encourage them enough. We believe whatever we are doing to encourage them is a good investment and will give come in terms of turnover.
On setting target for the distributors, Anegbe said that at the beginning of every year the company set target at various levels of the distributors, you are made to know what to win at the end of the year. “This pushes the distributors to want to do more at the end of the year. It is an incentive scheme that enables one to want to do more,” he explained.
Speaking on the changing of some of its bottles-Chelsea, Veleta and Squandron, the Managing Director, said the company is known for creativity and innovation, “and this is our strength. From time to time we have to do that, and apart from doing that to make our product look more premium and more appealing on the shelf, it is also a way of checkmating adulteration.
If we don’t do that, before you know it, they are almost swallowing you up (Adulterators). We make sure from time to time we are always a step ahead with what adulterators can do.”
Anegbe who declined to reveal the amount spent in changing the bottles of three brands agreed that it is expensive changing the bottles, “but I don’t think it is very important now telling you exactly the cost of doing that.” while saying that the drinks are available in all our depots for onward distribution, he noted.