E-Malt.com News article: Nigeria: Nigerian Breweries launches Fayrouz new beverage brand

In an apparent bid aimed at further extension of its product offerings and to maintain its traditional dominance of the beverage drinks sector, foremost brewer, Nigerian Breweries Plc have introduced yet a new brand of soft beverage drinks into Nigeria’s ever competitive consumer drinks market, according to Vanguard, December 11.

The latest offering called Farouz, is a unique soft drink premium brand and was introduced with pump and pageantry to the crème of Nigerian soft drinks consumers and brand enthusiasts at a highly colourful unveiling ceremony attended by stakeholders and associates of the foremost brewer in Lagos.

The new brand is a completely non-alcoholic beverage brewed uniquely to combine the goodness of malt, mixed with the fizz of a carbonated soft and the taste of a fruit juice to produce a uniquely low sugar beverage.
Though, targeted at the conventional soft drinks market the brand is positioned as a premium soft drink, a healthier alternative to the regular, run-of-the mill carbonated soft drink offerings that abound in the market place and which many Nigerians are over familiar with.

Brewed in Nigeria under licence from Fayrouz International in Switzerland, the brand has been specially formulated and with a focus on the young, active, daring, unconventional adventure and young adults who desire and yearn for a change from the conventional carbonated soft drinks.
A sparkling drink that comes in two different flavours, Pineapple and Pear the brand has a unique packaging of a 33cl mini-sized bottles and spotting a cool grey coloured malt leaf motif label.

Speaking at the product’s formal launch, the Managing Director of Nigerian Breweries, Mr Paul Harmers said the products final entry to the market was in fulfilment of the company’s quest to extend its market leadership in order to realise its long aspiration of becoming the leading beverage company in Nigeria adding that the product is the result of extensive market research in the beverage sector which confirms that current offerings in that segment did not completely meet expectations of discerning youths who constantly desire “unique refreshment in a unique way.”

He said that leveraging on the company’s core competence in brewing and the culture of innovations, the company have diversified its product portfolio to include now a new brewed and fruit flavoured, unique tasting, and refreshingly different, non-alcoholic beverage, “to fill this identified gap in the market”. A completely one hundred per cent non-alcoholic beverage, Farouz is anchored on the “Naturally Blonde” advertising concept showing the unique and outstanding unconventional character of the drink.


14 December, 2006