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NB ventures into bitters market

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By Princewill Ekwujuru

Nigerian Breweries, NB Plc, NSE has said that it is venturing into the Nigeria bitters drink market with ACE Roots.

Speaking at the launch in Lagos, Sales Director of NB, Mr. Herbert Eze, said the new drink which is made from African herbal extracts, fruits and spices is first of its kind low sugar herbal drink.

He said, ‘ACE ‘’Roots’’ symbolizes a call to action for everyone; customers and consumers to go back to their roots of true African herbs, fruits and spice extracts with Low Sugar. It is a great innovation, one that we at Nigerian Breweries are very proud of, and we are confident our young and vibrant consumers will appreciate this game changing brand’.

Eze also noted that the product has been created for health conscious Nigerians who want to embrace their rich cultural heritage and celebrate life, success and companionship with an uncontrolled cheerful and colourful African spirit. Blending good health and high spirits with the unmistakable strong taste of 14 African herbs and spices

He said: “ACE Roots was the result of a painstaking customer research which NB carried out. We have discovered that in addition to being young, ambitious and enterprising, today’s Nigerian consumer is also African. They do not just live in Africa, Africa lives in them as well and they want some Africa in their food, fashion, music and drink”

Continuing, he stated, “We decided to create a product which combines all that this consumer wants and ACE Roots is the result. We have also faithfully adhered to original African recipes in the choice of fruits, herbs extracts and spices used for the drink. These are actual extracts and not flavourings which make us confident that our customers and consumers will love the freshness of the product. ACE Roots has an authentic African soul like those who drink it.”

With several ADVAN awards and a successful merger with Consolidated Breweries in 2014, Nigerian Breweries has demonstrated its place as Nigeria’s industry leader and continues to premier consumer choice with novel innovations.

The ACE brand was introduced in December with ‘’ ACE Passion Apple Spark’’. ACE Roots is made up of very low sugar alongside 14 natural Herbs, fruits and spices in a unique 60cl green bottle, other options will follow shortly.

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