Incorporating the ‘voice of the consumer’ to develop new product has been identified as a critical success factor for product development. However, this consumer insight is often ignored by some brands when configuring new product for the market.
In the Brewery sector, some products have been launched and their successes in the market have been connected with deep consumer insight.
Guinness Orijin and Nigerian Brewery (NB) Ace Roots continue to jostle for the market share as a result of the fact that they are developed out of consumer request for such experience. A new product has been developed by NB after a consumer research revealed that there is need for a herbal beer beyond the usual ready-to-drink herbal drink.
Branded, Star Triple X, the brewery giant considered the new offering as “Nigeria’s first beer with extra benefits”.
While industry observers do not understand the need for such product after the same brand owner had launched a herbal drink, Ace Root, the brewer, said the introduction of Star Triple X is borne out of consumer need discovered after a painstaking research.
The brand owners said it embarked on the research by asking consumers what else it could do for them. The Senior Brand Manager, Star, N B Plc., Mr. Chidike Oluaoha said:“We are in a consumer inspired and brand led business. At every particular point in time, we go the extra mile to ensure that we provide superior satisfaction to our consumers. And one way we try to do that is to always check with them to know what they want.
“To know if what they have currently is enough, if there is something extra they would want. We asked the question find out in our usual way of checking with our consumers, what more the consumers want. And that question elicited one answer from them and that answer is, we want Extra! So our consumers told us that they want extra.
“They love our beer, they love the portfolio of brands that we have because Nigerian Breweries Plc is renowned for its portfolio of great brands. Our esteemed consumers love and trust our brands, but they want more, they want extra! And they also trust that Nigerian Breweries has the credibility to give them what they want.
“When we probed deeper, we got more insights into what we needed to do. And that gave birth toStar Triple X. The Triple X in the name stands for Extra Smooth, Extra Strong and Extra African Herbs. We know that Nigeria is big on herbs. Nigerians believe that herbs have medicinal and health benefits.”
Accordingly, the herbal beer contains 14 extra African herbs, including bitter kola, kola nut and ginger. This makes it the first-ever beer brand in Africa produced with African herbs. The innovative brew was unveiled at the Polo Park Mall, Enugu. The Star Triple X beer launch, according to the brand handlers, was dedicated to consumers as the brand constructed an Experience Centre to enable scores of visitors connect with the new brew.
Supporting the launch with activations, a gigantic mock Star Triple X bottle was also built. It measured 70 feet from the ground, making it the biggest bottle ever constructed in Nigeria. The huge bottle could be sighted afar by people approaching the Polo Park Mall and its environs.
Visitors, who witnessed the launch, were taken through the process of brewing Star Triple X at the Experience Centre. The ambience of a brewery was simulated, complete with mild sprinkling of water and bubbles, which are essential components of beer. The screen also beamed a mini-documentary, which revealed the brewing process and ingredients for the product.
The highlight of the Experience Centre tour was when consumers finally got to taste Star Triple X. Obinna Chukwuemeka, a Civil Servant, who was at the centre, described his experience as amazing.
He said: “I was in the office when I heard on radio that one of Nigeria’s biggest brands would unveil something extraordinary this evening at this venue. It was only when I got here that I realised that the event was about a new product, Star Triple X. I just came out of the Experience Centre and, indeed, it was astonishing. More importantly, I tasted the beer and it was superb. I have switched to this new brand henceforth.”
Also, Uche Anyaebe, an aspiring Nollywood actor, described his time at the Experience Centre as unforgettable. He said: “I have been to some product launches, but the Star Triple X unveil was a brand new experience for me. We were taken through the journey of the production of Star Triple Xand I felt as if I was in a brewery. I learnt a lot about Star Triple X today, and I have also tasted it. As they said, this beer is extra smooth, extra strong with extra African herbs.”
Shedding more light on the uniqueness and extra benefits of new Star Triple X, Oluaoha said the product is made of 100 per cent barley, which makes it extra smooth, while its 5.5 per cent alcoholic volume makes it extra strong. He added that 14 African herbs were selected for its production, thus affirming the beer’s status the first of its kind in Africa.
Meanwhile, an industry observer said the herbal beer launch would further stiffen competition in the new market, which has continued to grow in recent time.
