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Grand Oak Re-Launches Drink(AllAfrica Via Acquire Media NewsEdge) AFTER identifying some grey areas in the marketing strategy employed in its earlier entrance into the alcoholic spirits market in Nigeria, Grand Oak Limited (GOL), a marketer of alcoholic and non-alcoholic products has re-launched Swagga, a spirit brand from the stable of Reliant Distilleries Limited. The product with its three variants of dry gin and schnapps was unveiled last weekend in Akure, Ondo State capital, while Swagga Bitters was introduced as the new entrant into the expanding market for medicinal alcoholic drinks in Nigeria. Speaking at the event, the Commercial Director of GOL, Fatai Odesile said the re-launch was one of the several initiatives to further strengthen the leadership of its brand across market segments. According to him, "we are doing this re-launch not because Swagga was not known in the market but to further boost the market leadership of the product which had gained acceptance and popularity among the social economic groups with discerning taste for quality. Odesile said Swagga brand was positioned as a value brand with international standard production and branding to attract low-end consumers "with all the added benefits, good taste and a price that is very friendly with all classes in the society." He said the launch would further excite consumers, many of whom had demonstrated loyalty and support for the brand over the years and "who have come to see the product as one that is specially unique in terms of quality and price." Also speaking, the Managing Director of GOL, Akshay Kumar said Swagga that was first launched into the markets with two variants of dry gin and schnapps has today gone a step further with a new addition of the bitter variant. He said Swagga is a spirit brand designed for the value segment of Nigerians who want to enjoy their spirit brands without emptying their pockets adding that the brands are available in 20cl and 12.5cl. Shedding light on the medicinal benefits of Swagga bitter variant, the Commercial Manager of Centre for Scientific Research into Plant Medicine (CSRPM), Ghana, Michael Bremfi said Swagga Bitters was prepared with plants used in the production of anti-malaria preparations. Bremfi disclosed that the product also contained concentrates of what it is used in the preparation of anti-pile preparations just as it has anti-pain elements. The Chairman of the parent company, Lexel Group, Ola Rosiji said Swagga was unlike other bitters in many ways because it is a product of adequate research and uniqueness of its preparation. Copyright The Guardian. Distributed by AllAfrica Global Media (allAfrica.com). |