Extensive research, devt secret of Origin success—-Pike

When Guinness Nigeria launched Orijin in August 2013, many were skeptical about how well the brand would perform in the ready-to-drink alcoholic beverage category in Nigeria. Interestingly however, Orijin, a blend of African fruits and herbs mixed with alcohol came through as the toast of consumers who appreciate efforts put into producing such an iconic brand. However, analysts believe Orijin may face a formidable competition with the introduction of Ace Roots from the stable of Nigerian breweries. Other bitters brand such as Alomo and Agya Bitters have also stepped up their game for what is now turning into an interesting brand war. In this chat, the Marketing and Innovation Director, Guinness Nigeria Plc, Mr. Gavin Pike, explained what has been responsible for the success of Orijin and steps taken by the company to ensure the brand maintains top quality and its status as the consumers’ choice. Excerpts Market analysts still marvel at the continued acceptance of Orijin by consumers in Nigeria despite competition, what would you attribute the success to? Gavin Pike Orijin, a bittersweet alcoholic blend is made of 100% natural herbs and fruits. Orijin celebrates the vibrancy of African culture and consumers now see Orijin as the traditional drink for modern Nigerian men. Orijin has exceeded our expectations, people are incredibly keen to spread the word and encourage others to try it. Herbs are a really important part of Nigerian’s lives, Orijin has provided herbs which fits into different consumption occasions. Innovation has been a major part of Guinness’ business, what has been your driving force? And beyond Orijin, what more should consumers expect from Guinness Nigeria in the near future? Any new innovation from Guinness Nigeria only gets to the market after extensive research and development has taken place to determine what the consumer really wants. Orijin is no exception. The drink meets the needs of Nigerians who want to enjoy the benefits of contemporary lifestyle without necessarily compromising on their African traditions. We will continue to innovate to meet the needs of our consumers. Interestingly, the word “original” is now synonymous with the Orijin brand in Nigeria, what is your opinion on such a unique synergy? We have seen great adoption of Orijin from consumers, many of whom have dubbed themselves “Orijinals”. Any one of them will tell you that ‘If e no be Orijin e no be Orijinal’, and we respect that position by remaining true to our promise. Due to its successes, many have expressed fears on the possible adulteration of their preferred Orijin brand. What have you done to mitigate the possibilities of this occurrence? We have not come across any case of adulteration of the brand but we will encourage anyone who has concerns to look out for the Guinness Nigeria mark of quality on the packaging – like I said earlier, ‘If e no be Orijin e no be ‘Orijinal’. In addition, we have a robust brand assurance process that handles any counterfeit related issue should it arrive. On the suggestions that NAFDAC should tighten its regulation on bitters production and sales in Nigeria do you think the regulation, as it is presently is adequate for the market? A while ago, the Director General of NAFDAC (National Agency for Food and Drug Administration and Control) Dr. Paul Orhi visited our facilities; particularly the Orijin site and he commended us on the level of quality of the plant and the products being produced by Guinness Nigeria Plc. We align with the steps of the government and its agencies and as a responsible organization, we will do all we can to ensure the safety of our esteemed consumers. The use of Aspartame by some brands as artificial sweeteners has been a big concern, what do you think of this? Orijin has no artificial sweeteners. Orijin contains a safe level of sugar, a natural sweetener, which has endorsement of relevant regulatory agencies in Nigeria.