Despite recession, Lord’s Dry Gin sales grows by 300 percent
The General Manager Marketing, Grand Oak Limited Brajesh Kumar has said that the sales of one of its flagship products, Lord’s Dry Gin has gone up three times since it was re-launched last earlier in the year.
This is despite the country slipping into recession which has caused many brands to record major drop in their sales revenue, as consumers’ purchasing power has also nosedived.
Kumar told MARKETING EDGE that Grand Oak Limited, though a growing company, is driven by innovation and the need to ensure strategic engagement with consumers all around the country. He added that despite being a Nigerian brands, it has been able to compete favourably with some of the foreign spirit brands in the market.
“We compete against foreign brands and since we re-launched, Lord’s Dry Gin has been widely accepted and our sales has gone up three times from what it used to be because Nigerians are no longer ashamed of the Nigerian brands.
“Lord’s brand has enjoyed leadership in the spirit market. Top bars and hotels use it for their cocktail mixes and it can be compared with international standard gin with London heritage, hence re-branding was carried out with the company’s international partners in a bid to raise the bar in the Nigerian spirit market,” Kumar said.
The re-launched which was held in Lagos, about six months ago, according to the company was designed to entrenching Lord’s Gin as a premium brand for distinguished consumers with discerning taste. A new television and radio commercial was also unveiled to reinforce the communication.
At the product re-launch, distributors bought over 10,000 cases of the repackaged dry gin which shows the overwhelming acceptance of the brand. The brand’s success was recently recognised at the ADVAN Marketing Excellence Award where it won a silver in the Campaign of the Year category.
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