…hosts UCL watch party in Makurdi

By Peter Duru, Makurdi

The Benue Investment and Property Company Limited (BIPC) has intensified efforts to expand the market presence of its Food Basket Brewery products, using the UEFA Champions League final watch party as a platform to promote local brands and encourage economic participation among residents.

The event, held in Makurdi, brought together football enthusiasts and consumers in what BIPC described as a strategic marketing initiative aimed at increasing awareness and patronage of its flagship products, including Zeva Beer and Oyi Bitters.

Speaking during the event, the Group Managing Director of BIPC, Dr. Raymond Asemakaha, said the watch party formed part of a broader market penetration strategy designed to strengthen the visibility of the company’s products and drive sales.

According to him, BIPC is preparing to launch a more aggressive advertising campaign during the forthcoming FIFA World Cup as part of plans to position its beverages more competitively in the market.

“This watch party is part of our market penetration strategy. We want more people to become familiar with our products and appreciate the quality that is being produced here in Benue State,” Asemakaha said.

The BIPC Group Managing Director urged residents to embrace locally manufactured goods, stressing that increased patronage of Benue-made products would boost revenue generation, stimulate business growth, and create employment opportunities for citizens.

“In behavioral economics, citizens are encouraged to consume what they produce because doing so helps grow local businesses and strengthens the economy,” he stated.

He noted that the Food Basket Brewery had started producing malt drinks and was making plans to introduce carbonated soft drinks to cater for non-alcohol consumers.

Asemakaha further revealed that ongoing installation of additional equipment at the brewery would significantly improve production capacity and support the economic development agenda of Governor Hyacinth Alia’s administration.

“The expansion and installation of new equipment will enhance our production capabilities and contribute meaningfully to the economic vision of Governor Hyacinth Iormem Alia,” he added.

Also speaking, the Plant Manager of the nrewery, Emmanuel Adoje, and the brewery’s machinery installer, Engr. Luo, maintained that the company’s products were produced to meet international quality standards.

They expressed confidence that the beverages would continue to gain acceptance among consumers due to their quality and competitive value.

Benue music icon and State Coordinator of the National Brand and Made-in-Nigeria Project, Andrew Ikon, popularly known as OD WOOD, who facilitated the watch party, said the initiative was designed to combine entertainment and sports with economic promotion.

According to him, bringing football fans together while showcasing locally produced beverages creates a unique opportunity to increase public awareness and encourage support for indigenous industries.