The country already has some brands competing in the category but with the entrance of Nigerian Breweries into the space especially with its wide distribution network, financial strength, and large consumer base with its alcoholic and non-alcoholic brands, industry analysts are of the view that the industry is in for an interesting time as all the brands compete for consume wallet.
According to Statista, revenue in the Energy & Sports Drinks segment amounts to US$2.88bn in 2022. The market is expected to grow annually by 17.33% (CAGR 2022-2026).
Zagg according to Nigerian Breweries is a malt-infused energy drink created for consumers for an active lifestyle and it is also an addition to its non-alcoholic portfolio.
Speaking at the launch, the Company Secretary/Legal Director, Nigerian Breweries Plc, Uaboi Agbebaku, said the company before bringing out a product, does extensive research and listens to the yearnings of its consumers, adding that the Zagg drink has come to fill the space in the energy drink market.
Agbebaku said, “This is one of our signatures and at NB Plc, we continue to create opportunities and inspire a better world. We also want to expand and so we keep listening to consumers’ wants and so our portfolio keeps increasing”.
Also speaking, the brand’s representative and Portfolio Manager, Non-Alcoholic brands, Nigerian Breweries Plc, Elohor Olumide-Awe, said Zagg was brewed to help the average Nigerian keep up with the demands of everyday life.
“Regardless of our professions, fields, and interests, we all engage in high-energy activities, whether mental or physical. Zagg was created to ensure that we can all keep our energy levels up as we tackle activities and challenges redolent of adulthood.
Beyond being an energy booster, Zagg is also a challenge; a dare to be extraordinary and dynamic. It is quite rare to come across a malt-infused energy drink. We chose to make Zagg a fusion of ingredients that are normally brewed separately to show our consumers that they do not have to be one thing. They can be jacks of different trades and be masters of them all”, Olumide-Awe said.
According to her, “Zagg will be available for purchase from Saturday, 5th November 2022 to consumers who are looking to fuel their energy “Be sure to look out for the iconic thunderbolt in all the supermarkets and stores near you. We are ensuring widespread distribution of Zagg across the nation to make sure that nobody, no Nigerian is left out of the Zagg experience.”