Renowned for reenacting the sphinx myth in the Nigerian beer market, Gulder beer, a premium brew from the stable of Nigerian Breweries Plc (NB 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 Plc. 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.
However, when contacted on the issue, Marketing Manager Lager and Stout-Nigerian Breweries Plc, Mr. Emmanuel Agu confirmed that Gulder will be doing something massive for Nigerians but did not reveal what that would be. Mr. Agu hinted that Gulder’s new offering is part of the brand’s innovative move to stay connected with, and reward its consumers.
Similarly, Senior Brand Manager Gulder, Nigerian Breweries Plc., Mr. Onyeka Okoli assured that many Nigerians would benefit from Gulder’s planned bumper package when the mystery finally unfolds. Okoli who equally did not reveal what the brand had to offer, maintained that come August 24, 2014, Nigerians would witness the berth of a once-in-a-lifetime experience.
Gulder has earned a reputation for itself as the beer of ‘firsts’.It was the first beer to be produced in a brown bottle; first to be sold in a can and also the mastermind of the first Nigerian reality show – the Gulder Ultimate Search (GUS).
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 least 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 introduced a unique consumer engagement activation, Gulder Club Ultimate (GCU) in 2013, which amongst other factors, created never-been-seen acts. Indelible memories were etched in the minds of consumers that were invited to this unique club experience.
It would also 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 in Nigeria.
Onyeka Okoli said the Gulder re-launch was in tandem with the brand’s penchant for innovation. He added that the bottle 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. Gulder was the first beer to be launched in cans, which is a further sign of its innovativeness.”
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 mum for now, the 24th of August is set to be another milestone in the annals of Nigeria’s beer industry.
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