Encomium
One of Nigeria’s fastest-selling alcoholic beverages, Star Radler launched a new “Red Fruit” variant and new look this November. A masterstroke from Nigerian Breweries Plc, Star Radler Citrus was introduced to the Nigerian market in 2014 as a great tasting beer with a blend of orange and lemon flavours. That double refreshment had increased the brand’s consumer base for beer consumption and the satisfaction for consumers nationwide.
In its original look, Star Radler Citrus boasts of a blue, yellow and silver wrap that reinforces the refreshing attributes of the beer. Star Radler’s new look brings to life the refreshing, thirst-quenching and tasteful benefits of the special beer. The new Star Radler bottle label and cans reflect that refreshing character of this special drink as well as Nigerian Breweries Plc tradition of excellence.
With the new variant ‘Red Fruit’, the brand’s affinity for diversity shines on. Red Fruit is a mix of a cocktail of berries (red fruits) and the classic Lager. The new Radler comes with a remodelled design and a touch of red replacing the silver colour.
Speaking on the brand’s new ‘Red Fruit’ variant, Portfolio Manager, Non-Lager & Flavoured brands, Sarah Agha said, “We’re very excited to be unveiling this new flavour. Having tested and planned this launch for quite some time, we’re happy to be giving our consumers a taste of what’s to come. The new red fruit variant gives every consumer a Chapman taste with a hint making it a unique drink. We can’t wait to hear all the reviews!”
Commenting on the brand’s new look, Brand Manager, Star Radler, Onyebuchi Nwangwu added, “With the new label design, Star Radler will stand out on the shelves and in the fridges at your favourite supermarkets and stores. We’re confident that this new look adds to the unique experience every Radler consumer will have with the brand.”
Star Radler also recently unveiled a new Brand Influencer, Erica Nlewedim, popularly known for her appearance on the reality show, Big Brother Naija is a Nigerian actress, model and entrepreneur.
According to the Marketing Director, Nigerian Breweries Plc, Emmanuel Oriakhi, the relaunch of the brand and the announcement of its new Brand Influencer is in line with the company’s penchant for innovation aimed at attracting young consumers. The new Brand Influencer serves as a symbol of strength, boldness and resilience which are admired by the consumers and aligns with the personality of both brands.
Perhaps the only beer to appeal to all genders, Star Radler has been a shining brand in beer and bar culture since it was launched by Nigerian Breweries Plc. It is recognized for its quality and unique flavour, bridging the gap between those who love the fine taste of beer and those who enjoy lighter flavours, providing the right satisfaction for consumers.
For the past five years, Star Radler has leveraged several key events and consumer interests to drive increased trial and retrial, shift public perception favourably, appeal to the brand’s target audience, and cut across all regions.
