International Breweries is showing that it is capable of being a market leader in the Nigerian brewery industry in the near future.
Last year, the brewer commissioned its $250million Gateway plant at Bara village along Abeokuta-Sagamu interchange.
This is the fourth brewery plant owned by the firm, with existing three breweries in Onitsha, Ilesha and Port Harcourt.
That is not all. It is also seen as the largest breweries in the West African sub-region.
With this plant, the brewer is positioning itself for effective competition in an industry that also has the Nigerian Breweries and Guinness as key players.
History favours International Breweries. Founded in 1971 by Lawrence Omole, it was listed on the floor of the Nigerian Stock Exchange in April, 1995. On 1 June, 2012, SABMiller took over the firm following a strategic alliance with the Castel Group. SABMiller had earlier acquired a controlling interest in Pabod Breweries Limited in Port Harcourt and built a green field brewery – Intafact Beverages Limited in Onitsha. In September 2016, AB InBev combined with SABMiller worldwide, thereby effectively owning controlling interests in Intafact, Pabod and the then IBPlc.
In November 2017, Intafact and Pabod Breweries combined with International Breweries Plc to form International Breweries. Today, it is still the subsidiary of AB InBev.
Today, International Breweries has two brands that have been accepted by fun-seeking Nigerians. Seen as economic brands, Trophy Lager and Hero Lager have become engines of International Brewery’s business.
The brewer offers consumers further choice with Castle Lite lager and Eagle Lager and Eagle Stout brands. Just before the World Cup, the firm unveiled Budweiser, launching it with its sponsorship of the FIFA World Cup tournament in Russia. Apart from beer, the company also produces malt drinks, with Grand Malt and Betamalt as key brands.
“With the coming on stream of this brewery, 600 direct jobs and well over 2,000 indirect jobs will be created along our value chain,” Annabelle Degroot, managing director, said during the launch.
“Our combined contribution to the Nigerian economy through the already existing breweries is well above N8billion in excise, N7billion in VAT and in N2.5billion in other taxes annually. As we grow and prosper, so will our contribution to the economy,” Degroot said.
The plant will, indubitably, have multiplier effects on the economy, adding jobs and growing other affiliate industries.
“Yearly, we buy over 30,000 tons of sorghum and maize and other raw materials locally. This will be significantly increased with the coming on stream of this new brewery,” she said.
Degroot said the firm had also positively impacted the growth of several other industries, pointing out that manufacturers of cans, crown corks, bottles and labels had benefitted from the brewer’s steady and increasing patronage, enabling them to generate further employment.
ODINAKA ANUDU
