New Product: Can Dubic Lager Break Through The Clutter? A notable quote from Scott Talgo, a renowned brand expert says "A brand that captures your mind, gains behaviour; a brand that captures your heart, gains commitment". Across the world, Guinness is seen as a world class brand, and her products are household names, capturing minds, behaviors and gaining commitments from consumers. It is in line with this that Guinness Nigeria Plc; one of the leading brewing companies in Nigeria, recently launched Dubic Extra Lager into the Nigerian lager market. Dubic Extra Lager, a unique beer with a refreshing taste, wearing a royal purple logo, is the latest addition to the stable of Guinness Nigeria Plc. The colourful event which took place in Aba and Ibadan simultaneously was received by consumers amidst pomp and fanfare. At the event, the Managing Director, Guinness Nigeria Plc, Mr. Devlin Hainsworth said “Guinness Nigeria has a tradition of continuously delivering great brands to our consumers. Dubic Extra Lager is a premium value brand that will not only bring excitement to consumers but will also give them the opportunity to connect with their heritage. With a refreshingly unique taste, Dubic is the beer consumers deserve’’. As part of the launch activities, the company paid courtesy visits to the governments of Abia and Oyo States. In Umuahia, the Chairman of Guinness Nigeria, Mr. Babatunde Savage accompanied by Mr. Sesan Sobowale, Corporate Relations Director and Prof. Joe Irukwu, Executive Director Guinness Nigeria, officially presented the brand to Prof. Mkpa Agu Mkpa, the Secretary to the Abia State Government in the presence of the traditional Council of Elders. In appreciation of the gesture, Prof. Mkpa thanked Guinness Nigeria for their commitment to the Nigerian economy and her consumers. In response, Mr. Savage acknowledged the Abia State Government’s support for Dubic Extra Lager and promised the company’s continued commitment to quality. “We appreciate your support for our company and our brands. Guinness Nigeria will continue to give our consumers the best quality products they deserve”, he said In Ibadan, the Oyo State Governor Senator Abiola Ajimobi expressed his delight that Ibadan had been strategically chosen to launch Dubic Extra Lager. “It is a privilege to have Guinness Nigeria launch Dubic Extra Lager in Ibadan. Guinness Nigeria is a great company with a great heritage as Ibadan is also a city with great heritage. We are honoured to have you here with us,” he said. Later that evening at the unveiling of Dubic Extra Lager, Ruairi Twomey, Marketing and Innovation Director revealed that Dubic Extra Lager had signed a sponsorship deal as the jersey sponsor for Enyimba International Football Club of Aba and Shooting Stars Football Club of Ibadan. Twomey remarked that “Dubic Extra Lager is a brand that connects with the heritage of our numerous consumers. We found this legacy of heritage in these two great football clubs. Enyimba FC was the first and still remains the only Nigerian football club that has won the CAF Champions league twice, consecutively. Shooting Stars Football Club is a great club with large followership which dates back over four decades. We are proud to be associated with these great club sides.” The multi-million naira deal is the contribution of the brand to the growth of sports in Nigeria. As part of the deal, selected players of the club were signed as brand ambassadors. The sponsorship deal is one of the ways the company can contribute to the growth of football in Nigeria. “We are really excited with this sponsorship deal. We have signed a deal with two foremost clubs in the history Nigerian football. “Football remains a major attraction amongst our consumers and our consumers in Ibadan and Aba are supporters of these two great teams. Our consumers are emotionally attached to the Oluyole warriors and the Aba Elephants. So we believe Dubic’s support for these teams reflects this” ” Twomey added. Speaking on the sponsorship deal, Oyo State Commissioner for Sports and Youth Development, Hon. Dapo Lam-Adesina expressed excitement with the development. “We appreciate this kind gesture from a company like Guinness Nigeria Plc. This sponsorship deal is unique because it comes at a time when we are restructuring 3SC for greater heights. We are seeing the essence of private partnership...We promise as a team to reciprocate by performing well in the league and consolidate on our status as a great club”. Mutiu Adepoju, Club Manager, 3SC Football Club, said the deal will further add value to the club. “We are very happy that Dubic Extra Larger has chosen to partner with us. They are our partners in progress. 3SC has been rejuvenated by this sponsorship. We promise to fly high the flags of Dubic Extra Larger, to do our best in the league and also qualify for a continental ticket so we can give the brand the leverage it needs” In Aba, Chairman, Enyimba International Football Club, Chief Felix Anyansi Agwu also expressed his excitement and commitment to showcasing the brand. “I believe other corporate organisations can emulate Dubic Extra Larger in contributing their quota to the growth of football in Nigeria. This sponsorship is well appreciated by me and my club, Enyimba FC and we promise to represent the brand positively wherever we play our football.”