NB in brand extension as Triple X, Africa’s herbal beer debuts

Owner of Star beer brand, Nigerian Breweries has unveiled the product brand extension, Star Triple X. Considered as Nigeria’s first beer with extra benefits, Star Triple X, according to the company, is the result of a painstaking research which asked consumers what more it could do for them.

The company said  Star Triple X is a beer that is extra smooth, extra strong and produced with extra African herbs. It 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 Star Triple X beer launch was wholly dedicated to consumers as the brand constructed an Experience Centre to enable the scores of visitors connect with the new brew.

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 from afar by people that approached the Enugu Polo Park Mall where the new product was unveiled last weekend.

On why Star launched the Triple X extension,  Chidike Oluaoha, Senior Brand Manager, Star Nigerian Breweries Plc., emphasized that it was a response to consumers’ demand for extra.

He said: “We are a consumer inspired and a brand led business and 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. We asked the question in our usual way of checking with our consumers, what more do you want? And that question elicited one answer from them and that answer is, we want extra! When we probed deeper, we got more insights into what we needed to do. And that gave birth to Star 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.

So we decided to come up with a proposition that will encapsulate the extras that our esteemed consumers want.”