Renowned for reenacting the sphinx
myth in the Nigerian beer market, Gulder beer, a premium brew from the stable
of Nigerian Breweries Plc is set for another trail blazing experience in a few
days to come; precisely on August 24. The event which is expected to attract
global attention to Nigeria is slated to hold in South East Nigeria according
to an insider at Nigerian Breweries. The source who preferred to remain
anonymous said the latest move by Gulder is inspired by its quest to always
stay innovative and maintain its tradition of pioneering ‘firsts’ in the beer
industry.
Apart from being associated with many
‘firsts’, Gulder has earned a reputation for itself as the beer brand that does
things differently. It was the first beer to be produced in a brown bottle and
also the mastermind of the first Nigerian reality show – the Gulder Ultimate
Search (GUS) which birthed more than a decade ago.
About a year ago, Gulder built a
hallway with branded Gulder beer crates as the only construction materials. The
masterpiece was designed in the replica of a castle corridor. The structure
stood at 18 feet high and spanned the length of the red carpet at over 50
meters.
The magnificent architecture was
built with 3,678 crates and illuminated with 50 mood lights and it was believed
to have taken 15 men working five days to complete the edifice. The Gulder
castle was created at the final selection party for the 11th edition
of the GUS in 2014 in Lagos.
In addition, the brand launched the
Gulder Club Ultimate (GCU) in 2013, as an alternative consumer engagement
platform. According to NB Plc, it was, “designed to give the “Gulder-man” a
soft-live outside his daily routine; transforming known venues into exquisite cruise
liner; creating never-been-seen acts;
crafting memories that consumers will long cherish and more importantly, giving
the consumers an opportunity of perfectly served Gulder beer in a club setting.”
It would be recalled that brand
recently rebranded its bottle. The rebranding which was preceded by a massive
campaign tagged “The Cube is coming” culminated in what industry experts have
termed the most innovative beer bottle.
Managing Director, Nigerian Breweries
Plc., Mr. Nicolaas Vervelde, said the Gulder re-launch was in tandem with the
company’s penchant for innovation, which has sustained its leadership in the
brewery sector.
According to him, the new bottle
launch is revolutionary and reflects Gulder’s stance to always be in the forefront
of advancement. He said, “In 1946, the story of innovation started with
Nigerian Breweries Plc. We launched the Gulder brand in 1970 in a unique brown
bottle with a unique logo and unique recipe. This unique beer is loved by
millions of Nigerians who savour the taste every day, every week, every month
and every year.”
The new Gulder bottle, which contains
the same extra matured quality premium beer, brewed with a unique recipe with
that crisp pleasant bitter taste, savoured by consumers, has a strong masculine
look that stands shoulder to shoulder with the men who drink it.
Clearly marked with distinctive
features, the new-look Gulder bottle wears a tougher but suave look, affirming
that the brand confers strength on the strong and active man. It is the bottle
of the future according to the immediate past Marketing Director, Nigerian
Breweries Plc, Mr. Walter Drenth. The new bottle’s metallic label not only
reinforces the strength and pride of the brand, it also enhances its look and
feel. It’s striking double side embossment according to the brand “is the first
in the history of bottle design in Nigeria and a concrete evidence of the
brand’s innovative character”.
So what does Gulder have for its
consumers? Is it another cube? Is it another bottle? While the brand is keeping
silent for now, the 24th of August is set to be another milestone in
the annals of Nigeria’s beer industry.
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