In recent years, Radler beers have been gaining the interest of consumers the world over. Radler, which took its roots in Germany based on a recipe made in 1922, has beer and fruit juices as its major ingredients. Not only has the brewing giant in Nigeria identified a niche market in the cider
segment, Nigerian Breweries Plc has made an audacious move to fill a void hitherto ignored, thereby satisfying the seemingly insatiable yearning of entry level beer drinkers.
The introduction of Star Radler into the market is fast proving to be another masterstroke from Nigerian Breweries Plc. It is a unique fusion of great taste blended with pure citrus juice. Star Radler is naturally brewed, containing two per cent (2%) of alcohol to give double refreshment. Star Radler is meant to attract consumers who are new to the Radler beer category with a packaging that brings to life the refreshing, thirst quenching and refined benefits of the special beer. The blue, silver, yellow and gold colours of Star Radler bottle combine to reinforce the refreshing character of this special drink, and NB Plc’s tradition of excellence.
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Beyond the consumption, which characterised its stealthy entry in Nigeria last year, Star Radler is fast winning a bold embrace by consumers. Calabar
was the first city to get a feel of the double refreshment Star Radler brings. The theory that the cloudy drink might receive instantaneous acceptance was put to test during the Calabar Carnival last December; and the sampled consumer population was direct in its assessment.
“This is really the hottest beverage right now. We want more of this,” a visibly pleased fun seeker, Rita Enang, said after taking a sip. “With this beer, I hereby renounce my teetotaller status. I have found my type of beer in Star Radler; I would drink this again and again,” an elated National Youth Service Corps member expressed his delight. During the last Community Shield match that saw two London-based perennial archrivals, Arsenal FC and Chelsea FC confront each other as contain-raiser to the 2015 English Premier League season, football lovers came out massively to watch one of the most anticipated encounters in English football.
Bars and restaurants burst into a boisterous mode as football faithfuls thronged different relaxation spots in Lagos and beyond to watch the match. A member of Double Refreshment Team, raised by BlackHouse Media specially for monitoring consumers of Star Radler, chose a bar in Ogba to see the match. No sooner had the game started than viewers started calling for their favourite drinks, Star Radler.
“It looks and tastes like palm wine. I like the smooth blend,” a sports enthusiast said. “It tastes good but I think it will seamlessly sink more in the hearts of ladies,” said another. A lady who came in company of her friend opined that Star Radler, when served chilled, “tastes special, fruity and
makes a lot of sense.” The bar manager, when encountered, explained that he ordered just three cartons to “test the market.” He said he would have ordered more if he had known the beer would “move” like it was witnessed that day. Beyond the taste, the manager further said the beer’s affordability was also a responsible factor for its sales.
Star Radler’s message of double refreshment has also been taken to core centres of social events in Lagos and Abuja as well as media houses in Lagos
for sampling.
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