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By Michael Eboh
Champion Breweries Plc has disclosed that it has increased its presence in key states in the South-South, especially in Akwa Ibom and five other neighbouring states.

The company has also announced its decision to redesign its products appearance with the upgrade of the label and designs of Champion Lager Beer to make it contemporary and competitive.

According to a statement from the company, this has engendered a significant increase in patronage and consumption of its products within the states in the region.

The statement quoted Mr. Nsikak-Abasi Etuk, Managing Director of the company, as saying that increased patronage was as a result of the nutritional content of the raw materials used in brewing the products, which has made the products irresistible.

He noted that the two major brands of the company enjoying the patronage of consumers in these localities are Champion Lager Beer and Champ Malta.

He said, “‘The beer for winners’ is the slogan for Champion Lager Beer and has been widely accepted in the market place as a good brand in terms of taste and quality. The quality of the beer has been widely accepted by the consumer as we take great care to provide the taste and quality that has been developed after careful analysis of the feedback from the market.

“We use sorghum, sorghum malt, hops and water to produce the beer. This is to ensures that finished products meet specifications and satisfy customers’ needs, since most of the raw material used is locally sourced. Champ Malta is reputed for its low sugar content by consumers who prefer it to other brands because of its balanced taste.”

The statement also quoted Chief Cyril Nta, Chairman, Board of Directors as saying that its strict adherence to quality and standards has helped in no small measure in increasing consumers’ confidence and patronage of its products, also made it possible for its products to clinch various awards from various regulatory agencies.

He said, “The Company continues to win increased market confidence including the Standards Organisation of Nigeria’s (SON) 2007 Gold Certificate Award for maintaining high quality standard.

“Consumers hold the same view as they keep patronising the brand as evidenced by the market share and the volume of sales enjoyed by the Company in recent years.”

According to Mr Emmanuel Okoukwu, Manager, Sales & Distribution, getting the products to the consuming public requires a mass activity-oriented strategy because the consumers of the said products are vast and wide spread.

“Champion Breweries engages modern day sales tactics to sustain her market share. Print and electronic media and outdoor are above the line tools employed in the company’s marketing activities.

“Above the Line and Below the Line activities are essential in Fast Moving Consumer Goods marketing. Below the Line activities, like in-bar promotions, incentive to trade are equally used to push the product through the distribution chain to the final consumer.

“The company regularly obtains feedback from the market so as to be in tune with the consumers’ wants and desires. Hence, the current effort is to look at upgrading the label design of, which is to come into effect shortly, so as to make it contemporary and keep the brand competitive,” he said.


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