Expert highlights how brands are leveraging trust, tradition, tactics to navigate Nigeria’s competitive spirits market
By Felicia Nwosu
Aizehi Ituah, Founder of Aimone Company and a business leader with a marketing specialty, has shared key insights into the dynamics of Nigeria’s growing spirits market, and how brands are leveraging trust, tradition and tactics to navigate Nigeria’s competitive spirits market.
As the spirits market continues to grow, the brand builder predicts that the brands best able to connect with consumers on a cultural and emotional level will thrive.
“The competition is tough, but the true winners will be those who build trust and genuinely integrate into the community. It will be interesting to see how these brands evolve over time.”
Noting that the market is valued at over ₦200 billion annually, while reflecting on his recent observations during a visit to his hometown, he observed how trust, tradition, and clever branding are influencing the competition in the spirits sector.
He affirmed that the Nigerian spirits industry is witnessing steady growth, fueled by rising consumer spending and an increasing preference for spirits over beer.
Citing 2023 Nielsen report, Ituah maintained that brands must stay competitive by meeting consumer demands for quality and affordability, adding that this is especially important in a market where 61% of purchasing decisions are based on perceived value and authenticity (KPMG, 2023).
“Among the dominant brands, Eagle, Lords, and Seamans stand out, each utilizing different strategies to attract customers. Eagle, with an average price range of ₦3,500 to ₦4,500 per bottle, leads in brand recognition. Its innovative strategy of offering a branded shot cup with every purchase has helped it create a unique consumer experience, turning the product into more than just a drink, it’s a complete experience.
“However, Eagle faces a major challenge with counterfeit versions of its product flooding the market. “Counterfeit goods are a serious issue,” Ituah said. “Consumers often rely on taste to differentiate the real product from the fake, but this risks undermining brand trust. Brands like Eagle must act fast to protect their image and educate the consumer base about authenticity.”
Lords, positioned as a premium brand, is known for its higher price point but benefits from a reputation for quality. Seamans, on the other hand, leverages its long-standing legacy, appealing to customers who value tradition and consistency. Both brands have strong followings, but as Ituah emphasized, the broader challenge is distinguishing themselves in an increasingly crowded market.
He observed further that, while pricing is important for attracting consumers, he argued that, that it alone cannot guarantee long-term loyalty.
“To maintain relevance, brands must engage directly with the communities they aim to serve. “Nigeria’s rich cultural heritage offers unique opportunities for brands to connect with consumers, particularly during traditional festivals and ceremonies. Spirits are deeply rooted in Nigerian traditions. Brands that align with these values and actively engage with local festivals or sponsor community events will stand out in the market.”
He explained that a 2023 report by the Distilled Spirits Council revealed that 74% of consumers prioritize authenticity when selecting alcoholic beverages. The marketing professional stressed that older adults, as cultural custodians in Nigeria’s gerontocratic society, play a significant role in shaping purchasing decisions
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