Top 10 foreign distilled spirits in Nigeria
By Felicia Nwosu
The Nigeria distilled spirit market has undoubtedly passed through many phases in redefining and refining its value proportion, market and share value to arrive at its present status today as one of the leading segments in the alcoholic beverages market. Spirits are the second-most important segment in the global Alcoholic Drinks market by value. The segment only includes distilled alcoholic beverages (including blended or mixed beverages). The global spirits market is set to witness growth at a CAGR of 5.2 percent over the forecast period (2022-2032) and top a valuation of US$ 92.9 bn by 2032.
Market survey reports have indicated that the global market for alcoholic beverages (Distilled Spirits) was estimated at US$1.8 Trillion in the year 2022, with projections that it will reach a revised size of US$2.8 Trillion by 2030, growing at a CAGR of 5.8 percent over the period 2022-2030.
This is an indication that, globally, the spirit segment of the alcoholic market is viable and with many brands and flavours jostling for the mega dollars revenue accruable in the sector. The global market for spirits has been mostly driven by premiumization as volume demand has been mostly flat or falling in developed markets
In Nigeria, market report shows a decline. An analysis released by Report Linker in its projection for the distilled spirits market in Nigeria states that by 2026, the consumption of alcoholic drinks Nigeria is estimated to decline to 16,000 metric tonnes, down from 16,310 metric tonnes in 2021. This is a 0.3% year-on-year growth, with no change in demand since 2017. Exports of alcoholic drinks from Nigeria are predicted to reach $21.3 million by 2026, down from $21.5 million in 2021. This is a 0.1% year-on-year average decline, compared to a 0.8% rise since 2001.
Despite all these factors, there is a continuous upsurge in the penetration of new entrants into the same segment of the market, with each itching to make an indelible mark in both the market and mind share of the consumer through heightened competition. Following is MARKETING EDGE’s, Nigeria’s brand focused publication, painstaking selection of top10 foreign brands in the Nigerian alcoholic spirits market.
Jameson
This brand understands that both the content and the container are powerful in enhancing consumers drinking experience through a well packaged bottle. Its attractive beautiful colour evokes special feelings of friendship, togetherness and celebration of success. Jameson whiskey is a triple distilled whiskey with a smooth taste, a crisp sippable drink and the world’s favourite Irish whiskey, popular for its smoothness.
The tasty global whiskey brand comes in two variants of Jameson Whiskey and Jameson Black Barrel. They are both distilled thrice to give it its smooth texture. Jameson Whiskey understands the strong taste in collaboration, which is why consumers and loyalists of these drink know it is best enjoyed neat on the rocks or mixed with Sprite/7Up and Lime, or in a cocktail.
Jameson’s iconic signature in its smoothness which comes as combination of a blend of pot still and fine grain whiskeys that is as versatile as it is smooth. This blended Irish whiskey was founded by John Jameson in Dublin in 1780 to demonstrate that he has realized his ambition of making the highest quality whiskey possible.
Martell
This brand emerged with a name that stands tall for all to see. The disruptive move of its grand entry into the Nigerian market known as the Martell Box, is a reflection of its vision of elevating cognac into an experience that puts the consumer in the front and centre. In a way , it challenges the norm of what a brand experience is. It was first of its kind as a landmark innovative concept which birthed to life, Martell’s over 300 years of audacity to evoke a reminiscing memorable experience. Martell is a cognac house founded in 1715 by Jean Martell and today, it is popularly known as the oldest of the “big four” cognac houses, who together produce most of the world’s cognac. Remarkably smooth and fruity, Martell VS is perfect to be enjoyed in cocktails. Distilled from clear wines, this cognac offers a richer aromatic experience.
Every Martell cognac has its own unique story to tell, from the timeless classics to limited editions. All consumers need to do is to explore the different styles, individual tasting notes and the best way to enjoy them all. Whichever Martell cognac you choose to taste, be sure to take your time to enjoy each of them. Whether Martell XO, Martell VSOP or Cordon. Each identity of Martell cognacs is unique because each has a personalised flavour, style and character. With Martell, there is a cognac for everyone.
JACK DANIELS
This is one of the leading ultra-premium brands that is embellished with different flavours such as honey for a milder taste, without mixture, as well as the choicest corn, rye, and barley, the grains are mixed with the iron-free water that flows from the Cave Spring and it is matured in handcrafted white oak barrels.
Its historic journey began in1886.unlike others, the absence of Jack Daniels in any party, creates gloomy moment as everybody wants to savour the unique and distinct taste which can be enjoyed straight, neat on the rocks or mixed with soda and as part of cocktails.
Johnnie Walker
This is a unique and prestigious spirit brand that reminds many of the long running trademarks that have existed in various products including cigarette. The successful brand understands the true meaning of ‘variety is the spice of life’, which is why it has reeled out various flavours just to capture the minds of both youths and the older generations, irrespective of gender.
Jonny Walker has something for every adult with its various variants which are also blended with other whiskies and it comes in almost nine types in total with various inviting and endearing colours to give consumers its unique memory, such as Jonny Walker Blue Label, Red Label, Gold and black.
Glenfiddich
This is an iconic brand with great panache, class and quality taste at its best. It is known as a royalty brand with premium taste. It also prides itself as a market leader in its own segment. The only brand who boldly portrays itself as the world whisky with 12 Year Old Single Malt Scotch whisky. The name Glenfiddich derives from the Scottish Gaelic Gleann Fhiodhaich meaning “valley of the deer”, which is reflected in Glenfiddich’s stag logo. It distinguishes itself as single malt whiskies with distinctive flavor.
In the minds of consumers, it occupies as a top of the mind whiskey and it is rated as the best-selling world whisky, for its sweet, fresh and fruity taste, a feeling that ignites the passion of liveliness. Glenfiddich is produced by William Grant & Sons, since 1887 and an award-winning distiller. The award-winning brand is championed by a traditional fermentation process, having reigned in its segment for over 100 years. The Colossus, Glenfiddich was established by William Grant in 1876, with the first spirit running off the stills in 1887.
American Honey
Just as its name implies, this Wild Turkey American Honey Sting in amber-gold appearance is the brand for consumers with a taste of mildness and coolness. It is an embellishment of extremely smooth blend of the Wild Turkey Bourbon and pure honey with a hint of ghost pepper added to it, distilled at Wild Turkey distillery, United States of America.
This brand strategically positions itself with its distinct colour and taste, garnered from the Honey Sting. This uniqueness has helped to rate it among the leaders for the notes of black pepper flavour, honey, sweetness, and spiciness. American Honey alcoholic volume content of 35.5% and the ghost pepper makes it 400 times hotter than normal. The smoothness provided by pure honey helps to place it a top of the mind for consumers.
Hennessy
Hennessy is popular for its quality and taste. As an age-long brand with a great history, it is one of the largest Cognac products in the world, and was founded by Richard Hennessy in 1765. Its portfolios of brands is endless with exciting range among which includes VS to XO, honey, cognac and many others, with the prestige cuvée Richard Hennessy being truly exceptional.
Hennessy V.S.O.P is anchored its long enduring legacy which revolves around its brand’s equity over nearly 2 centuries and has become established as the world’s favourite V.S.O.P cognac, and is recognized for its harmonious and well mixed blend of natural ingredients.
Imperial Blue
It is known as Seagram’s Imperial Blue Whisky, from the stable of Pernod Ricard, a name which stands for quality, trust and craftsmanship. The spirits brand came into the Nigeria’s consumer market with the objective to further strengthen its presence in sub-Saharan Africa.
Imperial Blue is a perfect blend of quality grain spirits and imported scotch malts announced its presence in Nigeria about four years ago. Its attractive price has also positioned it as a go-to brand for the young and vibrant Nigerian whisky loving consumers.
Seagram’s Imperial Blue Whisky brand is produced locally in Nigeria which is the reason for making Nigeria as the 37th country where it is making in- road throughout the world. According to IWSR 2018, Imperial Blue is the world’s third largest selling whisky and is also the largest volume contributor to the Pernod Ricard Group globally. It is a testament of the consumer’s love that Imperial Blue has garnered over the two-decades of its existence. It is a perfect blend of Grain spirits & imported scotch malts and is well appreciated for its exquisite smoothness. Over 3500 bottles of Imperial blue are sold every minute
Dublin City
Dublin City is a new premium whiskey with a distinctive smooth taste distinguished for its visual appeal and premium content. It is imported by Adnek Food and Beverages Limited. Its quality goes beyond just being a blended whiskey that brings people together but a tasty whiskey with single malt and a whiskey with an accent that cares about consumers’ healthy living.
Its vision is anchored on quality and originality for consumer’s satisfaction, its entry into the Nigerian market is strategic and deliberate despite the stiff competition in the whiskey brands category. Its embodiment is also inspired by the historical “Whisky” brands of Ireland’s distilling era. Reminiscent of Dublin’s Victorian distilling heritage, aimed to capture a robust vintage flavour.
As a brand that is set on the hill of the city, its presence cannot be hidden from consumers. Dublin City Whiskey is widely accepted and recognized as the brand whose physical outlook and liquid content are both appreciated. This is because it has come age with a 100% Single Malt release that’s simply classic Irish
Mr Dowell’s
Birthed from the stable of United Spirits Limited, USL, as a flagship brand of the company. This brand is known by all as MrDowell’s No. 1 spirits brand hinged with its unique portfolio in the sales of Whisky, Rum and Brandy. It is one of the largest spirits brands in the world with its parent company origin company traced to be headquartered in India where the lion’s share of those sales takes place.
In 2013, the spirits conglomerate, Diageo purchased a controlling share in USL (54.8 %) and it was shortly after this acquisition that it began to see the Mr Dowell’s No. 1 Whisky, the company’s unshakable equity equally gave it a mileage to soar higher than was expected. In its short span journey, it has been recognized as the USL’s best-selling spirit with sales of over 53 million cases per year, and is produced from a blending of both imported Scotch whiskies and selected Indian malts and grain spirits.
The Mr Dowell’s No.1 brand identity is represented through their logo which accompanies every bottling within the brand portfolio. The company said the logo depicts how close friends hug each other which is symbolised by the McDowell’s ribbon wraps around the coat of arms.
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