Positioning Star Radler through Experiential Marketing

With a new determination to extend the frontier of the Star brand in the market, Nigerian Breweries Plc has initiated a sampling exercise as an activation mechanism to push its new product – Star Radler.

Until recently, advertising and Public Relations were the only major platform being embarked upon by business owners to reach their targets. But with the success of the players in the Fast Moving Consumer Goods (FMCG), sector, who have gained tremendously from using experiential marketing, handlers of various brands are keying into the platform to market their products.

It is believed in many quarters that beyond the primary function of creating awareness, experiential marketing creates an instant bond between consumers and brands. This explains why many brands now use it more to launch new products or re-introduce existing ones.

This obviously explains why Nigerian Breweries Plc, has recorded huge successes as it continues its strategic sampling of Star Radler, the latest addition to its portfolio of beverages. Through the sampling exercise, the promoters of the brand have started delighting the taste buds and palates of Nigerians at tasting sessions across A-list events and hotspots in Lagos and Abuja.

At a recent review of the new product, Nigerian Breweries spokespersons stated that ‘Star Radler’ is a blend of Nigerian Breweries’ signature Star Lager Beer and lemon and orange. They disclosed that it culminate in a 2% Alcohol By Volume Radler which, according to them has caught on with members of the public and journalists alike, ahead of its debut on shelves, bars, and homes this quarter.

According to them, the new handler has, so far, been sampled by thousands of Nigerians within legal drinking age at malls in Lagos, including Ikeja City Mall, Leisure Mall Surulere, Silverbird Galleria and The Palms, Lekki.

They indicated that due to popular demand, the tastings have been extended, as members of the general public are still seeking out Radler stands at these venues, taking a break from their shopping or social activities to drink up and provide feedback. To be sure they are not serving under-age consumers, Corporate Affairs Adviser of Nigerian Breweries, Kufre Ekanem, said participants, who appeared to be below drinking age were asked to provide proof of age, to ensure a safer, enjoyable experience for all consumers. Meanwhile, the samplings are said to have also spread to events in Nigeria‘s economic and administrative capitals of Lagos and Abuja respectively. Notable outings mentioned by Ekanem include: Alibaba’s Novelty Match, AY Live Abuja, 2face’s One Love Peace Concert, as well as the Lagos Colour Splash. At the AY Live Abuja comedy event which held at the Transcorp Hilton hotel, notable blogger BellaNaija reported that Star Radler was “a ubiquitous footnote” during the proceedings, concluding that: “this drink called Star Radler seemed to be everybody’s best friend all of a sudden.”

Star Radler on Tap

In a strategic move, Star Radler kicked off its journey towards emerging into what is currently the hottest brand on the hands and lips of Nigeria’s social drinking demographic through initial research among media houses, with a specific bent on those renowned for entertainment.

This according to Ekanem was deliberate. “Journalists and media practitioners are a firm fixture on the social scene as well as a learning curve which every company can and should strive to engage with, as they possess insider knowledge of the food, beverages and media consuming populations,” he said

Accordingly, the Star Radler “Double Refreshment Team” visited various media organisations across Lagos, trying to know their feelings on the blend. Ice-cold Star Radler and delicious canapés were on tap in media houses including STV/Rhythm FM, Cool FM, Wazobia FM, Nigerian Info, MTV Base, CIty People, Vanguard, Guardian, City FM, Ovation, AIT and Raypower, before other members of the public were let in on what Nigerian Breweries Plc had been brewing. One of the earliest media reviews came from Naij.com, which said Star Radler’s subtle alcoholic content meant “the staff of Naij.com were excited about the gesture and all took time out from their busy schedule to identify with the brand.”

Origin

Star Radler joins Nigerian Breweries Plc’s 19 beverage brands, which come in 59SKUs (Stock keeping units) and are brewed to the highest global standards in 11 breweries spread across Nigeria.

In the global brewing industry, Radler is the German word for ‘cyclist,’ and this beverage was invented by accident in the early 20th century. At this time, the use of bicycles as a means of transportation was widespread, and a barkeeper called Franz Kugler decided to mix lemon soda with beer in equal parts of 50%, serving this to the many for cyclists passing through his establishment, to save his stock of beer. It is thought that Mr Kugler told the cyclists his Radler mix was specifically to ensure they never fell off their bikes. In Britain, the equivalent of a Radler beverage is the Shandy. Speaking about the global influence of the brand, Ekanem said: “Since Mr Kugler‘s 50per cent mix, Radler brands worldwide are known to contain a vast array of fruits, a broad spectrum of alcohol by volume, resulting in a various colours, and foam heads.”

“Specifically, Star Radler has a yellowy cloudy consistency, due to the wholesome fruit juices. For a better drinking experience, feel free to stir slowly before consumption.”

Now on sale nationwide, Star Radler is available in 45cl bottles and in cans of 33cl capacity with a recommended retail unit price of N150 and N120 respectively.

Though the brand may be enjoyed at any time of the day, the company has said it will be maintaining its pioneering tradition of being an alcohol brewer that strongly advocates for cautious consumption of alcohol.

“As Star Radler contains alcohol, regulations for consumption will apply according to the laws of our operating environments. Although Star Radler contains less alcohol compared to regular Star Lager Beer, we do not recommend consumption while driving,” Ekanem stated.