A lot of Nigerians have fallen deeply in love with alcoholic and non-alcoholic bitters–including the low and high earners. There are many reasons why this happened. In this post, we’ll be looking at the economy of alcoholic and non-alcoholic bitters in Nigeria: concepts, marketing, branding, and success story of these bitters.
The Economy of Alcoholic and Non-alcoholic Bitters in Nigeria: Concepts, Marketing, Branding, and Success Story of these Bitters
First, let’s take a look at the economy of bitters in Nigeria.
The Economy of Alcoholic and Non-alcoholic Bitters in Nigeria
Alcoholic and non-alcoholic bitters beverages are very fast-selling products in Nigeria. They are fast-selling in such a way that a retailer can make 2000 naira in profit or more daily selling only these bitters in a densely populated low-income area. In a place where it moves very well, a retailer can finish up to 5 cartons of it.
A typical lover of bitters takes up to 3 to 5 sachets a day. The maximum for most people is 5, because on getting to the 5th one, they are drunk and high. It has high alcoholic intensity when compared to beer.
Some high earners and educated people also love it but ensure they mix it with non-alcoholic beverages like soda drinks.
Bitters move very well in cosmopolitan areas and cities where there is a teeming young and working population. It is not only the youth who love the drink, the middle-aged and aged take it as well. However, the primary audience and market for bitters are working-class low-income earners who do hard jobs in cosmopolitan and rural areas. The products also move in colder regions of Nigeria due to the cold. This is why it sells more in the morning and at night.
The estimated economy of bitters in Nigeria is about $700 million or more. It continues to grow and expand, though, as more Nigerians get to adopt these drinks and beverages as their choice drink.
Now, we come to the question, how were these bitters able to get the attention and interest or Nigerians?
Concepts, Marketing, Branding, and Success Story of Alcoholic and Non-alcoholic Bitters in Nigeria
The major ingredient or weapon utilized by the companies producing these bitters to make it a success in marketing is quality and effective products. The first set of bitters that were produced: Action Bitters and Alomo Bitters, that captured the Nigerian market, were of very good standard. They were said to be medicinal alongside its alcoholic and aphrodisiac benefits.
By words of mouth, the goodness of these bitters spread. At a point, that these bitters enhanced a man’s performance in bed was the highlight used in promoting them by the retailers. Thus, men procured them in readiness for their steamy sessions with their partners. Even the rich procured them.
The other quality or characteristic the bitters used is the branding and packaging. Knowing that they are targeting low-income earners, the producers branded and packaged the products in cheap forms. Thus, they made it highly affordable for these people. Right now, with 100 naira you can get a taste of alcohol in bitters compared to the 500 naira of beers–a far cheaper alternative.
The companies supplying these bitters also used and deployed an effective supply chain model. This is in such a way that these bitters reached every nook and cranny of the country. Their supply networks were great and effective.
There was no deployment of large scale marketing by these bitters until Odogwu Bitters owned by Obi Cubana came on board. However, before Odogwu Bitters, there was no widespread or mainstream marketing of bitters. By words of mouth, they got popular.
Conclusion
This is this success story of these bitters. They are making a bid or in a bid to beat out the regular and mainstream beer industry. Will this be possible?
This is it on our post: The Economy of Alcoholic and Non-alcoholic Bitters in Nigeria: Concepts, Marketing, Branding, and Success Story of these Bitters Concepts, Marketing, Branding, and Success Story of these Bitters.