ALL SONA BREWERIES’ BRANDS ARE PROUDLY NIGERIAN
-Thompson S.B Owoka, Executive Director
Mr. Owoka, Thompson S. Banji is the Executive Director of Sona Breweries, one of Nigeria’s leading breweries. He was a board member of JIB Plc representing the interest of CSC Nominees Limited. He holds a Higher National Diploma in Accountancy. He joined the services of Sona Breweries Plc in 1983 and rose to the rank of Executive Director, a position he has held till date. He is a Chartered Accountant and holds the professional qualification of FCA. He is a Board Member of Sona Breweries Plc.
In his tastefully furnished office in Lagos, he granted a first of its kind interview to AB where he revealed the strength and strategy of Sona Breweries and how the collections of brands on the company’s shelve has become a sought after.

What is the secret of the success of Sona Breweries
Sona Breweries Plc is one of Nigeria’s leading breweries. We employ best global practices and internationally acclaimed human development tools to attract highly motivated individuals. The company’s success growth depends greatly on human resources. We have a performance management system that helps develop our staff and ensure adequate reward for performing staff. Sona is a home away from home where opportunities are bound for staff to pursue career dreams and achieve same. In Sona, learning and individual growth is a continuous process. We have various training programmes to enable our staff offer outstanding quality performance.
We hire exceptional dynamic people. Everyone is empowered to think independently, take initiative and be innovative. We give equal opportunity to qualified individuals regardless of their sex, religion or disability.
We attract and retain only the best people that can make a difference in our corporate existence. Our workforce is made up of Nigerians and expatriates from European and Asian countries. The company is a bonafide member of Nigeria Employers’ Consultative Association (NECA) and Association of Food Beverage & Tobacco Employers (AFBTE). All these associations provide the structural frame work on which personnel matters are managed.

What is Sona Breweries’ strength in the industry
Amongst our strength is the synergy between the new and experienced managers thus bringing in flow of fresh ideas.
Sona Breweries Plc is a thriving dynamic and exciting place to work with excellent career prospects. We provide quality healthcare system that is all embracing, staff’s family inclusive
We guarantee job security and encourage staff to see themselves as part of the corporate entity by rewarding them through the long service award. Our standards are uncompromising. We now have the Re-energized Sona Breweries since April 2009. The flight into the future commenced with the launch of 3 new home grown national brands – Malta Gold, Williams Dark Ale and Goldberg Lager Beer and the re-branding of the Sona corporate logo tagged “Pride of Nigeria.” We have recently installed state -of the- art brewery equipment with a capacity to produce 150million liters.

How are the new collections of brands doing in the market and what are the challenges
By God’s grace, it’s been splendid. For example, beginning from the name Malta Gold, it’s distinctive. We decided not to follow the pattern of new bottles that other malt drinks are embarking on, but to remain with our old bottle that’s unique. As ‘am talking to you, one of the Africa’s biggest shopping mall; Shoprite, just rated Malta Gold as the highest selling malt drink in the mall. We are using unique packaging in selling all our products and our consumers can judge what quality the contents has.
As per other brands like Williams and Goldberg, our concentration is not basically on the rural are, but we have our strength there. As regards challenges, transformation was a risk that we took at that time that the Nigerian economy is not buoyant, the meltdown issue. But the rest are history now because even in Lagos, which is the most rewarding and most challenging market, we’ve been able to penetrate more than 10% of the market share. I can boldly tell you that all our brands are proudly Nigerian.

Sir, you said you have 10% of Lagos market share, is that a good deal
Yes, looking at the competition in the brewery industry and our brands age. The truth is that we are still growing, spreading like a wild fire to dominate the heart of our consumers. Some people said why is it that our brands are not available in the so called A-class bar in Lagos and I tell them that what is the percentage of the so called A-class in our community and what is their consumption level. Then I’ll like to concentrate on the B-class and the C-class, who will readily patronize me with high consumption always. The quality of our brands is what others cannot compete with. We are far better, while others are living on their old glory that is dying.

Presently you are running a promo linked with Nigeria’s 50th anniversary, what’s the synergy
Well, Nigeria at 50 is a landmark, we are celebrating Nigeria’s Golden Jubilee with great opportunities for our consumers and indeed all Nigerians to win some fantastic instant prizes. And apart from the prizes that would be won during the course of the promo, the major benefit of the “Catch This Offer” is to reintroduce Nigerians to our brands which are brewed using 100 percent local produce.

Why are you not following the trend of consumer based promo where promises of becoming a billionaire overnight is the slogan
Our promotions prizes include 1.7 million free drinks, 10, 000 footballs, 130, 000 exercise books and 200, 000 biros to our esteemed consumers. Our target is to direct our consumers to the brand with all sincerity. Hardwork with sincerity brings success and that is what we will always encourage. The prizes to be won in our promotions will always attach our consumers to us.

What should consumer expect from Sona Breweries in years to come
Consumers should expect the introduction of more brands in both lager beer and malt drink. There will be a unique packaging of our products and we will continue with the objective serve our consumers in the best way. Consumers should look forward to what we will unveil within 11pm of September 30th and 1st of October this year.