Nigeria: Nigerian Breweries dismisses rumours of incentives to distributors and retail-shop owners

Nigerian Breweries plc has dismissed rumours making the rounds in the South-Eastern part of the country that it had budgeted N500 million for incentives to distributors and retail-shop owners, with a view to frustrating sales of Hero Lager beer produced by SABMiller plc, Business Day reported on February 3.

Vindah Edem, corporate media and brand public relations officer, NB, said it was impossible for NB to engage in such an unwholesome practice, having attained a reputable status in the industry.

“As a pioneer and leader, we believe in winning by competing fairly. Our long-lasting market leadership over the years has been based on consistent innovation to delight consumers with superior brands and programmes across multiple categories,’’ he said.

In the meantime, SABMiller has continued to invest hugely to compete favourably in the growing beer market. The world’s second largest brewery has concluded plans to invest $110 million in Onitsha brewery, owing to the success recorded by Hero Lager beer so far.

The Onitsha brewery has an annual production capacity of 700, 000 hectolitres, and ongoing expansion programmes in the company is expected to increase the figure to more than three folds, according to sources. It is also expected to increase the number of employees from 300 to 700.

“We have made significant investments over the past five years in Nigeria and this announcement demonstrates our ongoing commitment in the country,’’ said Simon Harvey, managing director, SABMiller Nigeria.

05 February, 2014