Nigerian Breweries unveils Goldberg’s new look to reinforce brand identity
Goldberg, a premium choice beer made by Nigerian Breweries Plc, is making a phenomenal return with its new look announced at the finale of the brand’s talent hunt competition, Ariya Repete, which held recently in Lagos.
Aptly reborn with the theme, “The Mark of Respect,’’ Goldberg’s new look is a product of rich cultural heritage that is celebrated amongst the South West Nigeria consumers who appreciate the true taste of enjoyment along with respect and dignity.
Goldberg was acquired by Nigerian Breweries in 2011, reformulated, repackaged and relaunched in 2012. The beer became the ‘godfather’ of lager beers in 2016, commanding a top market share. Goldberg is, however, returning stronger this year with its new look unveiled at the finale of the talent hunt show, Ariya Repete.
Speaking on why the unveiling was made at the final showcase, the Senior Brand Manager, Goldberg, Maria Shadeko said: “Ariya Repete is our brainchild put together based on our resolve to conceptualise and execute ideas that perfectly blend the beauty of tradition and culture. We thought it the perfect place to make such a revered announcement even as we look to transform the mainstream space with Goldberg’s new direction.”
Like the talking drum, Goldberg has the premium quality that makes it stand out in the comity of larger beers. Brewed for quality enjoyment, Goldberg is the language of celebrants, fun seekers, festival buffs across generations. Unlike its competitors, Goldberg is brewed with a grassy smell and emotional elements which authenticate it as a symbol of respect.
Goldberg embodies the culture of respect found among Yoruba people that predominantly live in Lagos, Oyo, Osun, Ogun, Ondo and Kwara states. To transmit this cultural value, Goldberg is associated with a rich effervescence, crisp taste and wheat aroma that gives it that regal status.
It is specially prepared using a bottom-fermenting yeast prepared with golden standard. For beer connoisseurs, Goldberg’s new striking look is a visual appetizer that complements its core attribute of an “Omoluabi’’, that is, a good character.
With reference to the Goldberg’s cultural credibility, the Portfolio Manager, Mainstream brands, N.B. Plc., Omotunde Adenusi, reiterated the unparalleled treasures of this new look and direction for Goldberg,
“This new look marks the start of a new era for the Goldberg beer brand; one that highlights respect and celebrates people, tradition and culture as a way of shaping the future. The new revered look of Goldberg will re-establish its role in bringing the consumer closer to their roots, push the bar in excellence and maintain its position as a leading lager beer of great quality,’’ he stated.
Explaining the new theme further, Shadeko added: “With the new theme ‘mark of respect’, we will be speaking to the excellent craftsmanship and impeccable quality of Goldberg, elevating its credentials to a position of reverence and admiration. While ‘Omoluabi’ encapsulates the ethos of the Yoruba people and their values of ‘Respect, Enterprise, Dignity’ (R.E.D), of which enjoyment is a manifestation.”
The all-new Goldberg Lager has now been reformulated for a greater tasting experience. Adorned with the image of the talking drum, the new bottle also features a new crown cork, a motif design on its label as well as two beautifully designed medallions that speak to the excellent craftsmanship of the brand. All of these new aesthetic features powerfully reflects the stature and stance of Goldberg as the market leader.
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