GUINNESS TACKLES LEGEND WITH ARMSTRONG DARK ALE
Internationally acclaimed brewing house, Guinness has launched a new product, Armstrong Dark Ale to tackle the market share being enjoyed by the likes of Legend Extra Stout.
The product, which was launched penultimate week, was said to be rich with unique taste and will be available in the Nigerian market before the end of the first quarter of this year.
An insider in Guinness Nigeria Plc revealed that the introduction of Armstrong Dark Ale came about because of the massive media hype and patronage being enjoyed by Legend Extra Stout from the stables of Nigeria breweries which has been repackaged severally before getting to the limelight.
The source added that the failure of Guinness Extra Smooth in the market created loopholes for Legend Extra Stout, which has been re-branded three different times, first in 2004, then 2007 and more recently 2009 before it was recognized.
The source, who prefers anonymity, said in Guinness’ bid to occupy the space once occupied by the defunct Guinness Extra Smooth, most especially in the Nigerian market, the company launched Armstrong Dark Ale. He said “the death of Guinness Extra Smooth created space for consumers to choose another stout, which is not as strong as Guinness Extra Stout, which is still the leading stout in the world. The space made the competitor to re-brand Legend Extra Stout, which consumers now see as an alternative when Guinness Extra Stout is either not available or affordable.”
“For us to still remain the leading brewery in Nigeria market, the management went back to the drawing board to come up with something of high class to rival Legend Extra Stout. Armstrong has been launched only in Nigerian market in Africa which shows that Nigerian market is one of the leading markets in the world where brewers cannot afford to ignore,” the source revealed.
A distributor of Legend Extra Stout agreed to the fact the Legend Extra Stout is selling fast and the price and taste really attract consumers, but said she will wait to see if the new Armstrong Dark Ale will be able to rival Legend Extra Stout in the market. She added, “though Nigerian consumed high percent of alcohol, they know when a stout is good or bad for their consumption. I don’t know how the new Armstrong Dark Ale looks or taste, but I tell you, if its not appealing to Nigerians, it will die in a twinkle of an eye.”
Another insider revealed that Armstrong Dark Ale, which comes in a distinctive cork and label, has 6.5% alcohol content, will go for N160 per bottle in the market and will engage in a first of its kind consumer based promotions to launch the product into the Nigerian market very soon.