Business
‘Belaire Champagne Gaining Ascendancy in Nigeria’
Samuel Douglas a Country Sales manager of Sovereign Brands, owners of the Luc Belaire brands, Bumbu Rum, Cloud Chaser and Skeleton wines. An American-based company, dealing in Nigeria through Ekochiv Ventures Nigeria Limited its local distributor. During an Exclusive interview with SIDNEY NWACHUKWU, Country Editor of Saharaweekly, he states that Belaire brands, are fast-rising products and have come to stay with its dynamic approach to changing the climate of Bubbly market in Nigeria/ Africa.
Excerpts:
What made you bring your business to Nigeria?
Firstly, Nigeria is the most populous Black nation in the world. Meaning there is strength in numbers. It shows there are lots of opportunities. Also Nigeria is one of the most vibrant markets in terms of social life. People are most desirous of good lifestyle. All around the globe, you would find out that of two Black people you meet, one is a Nigerian. And it’s easy to know who the Nigerian is. In terms of social circle, they are the people who would turn up the most. So it is an opportunity for any brand that wants to grow to be in Nigeria, especially in the wine/spirit business.
Nigerians are some of the most stylish people in the world. In fact, we run the entire African market. The growth of the bubbly brands is driven by Nigerians. They took the lifestyle from Nigeria to the world. They seek out their fun and leisure time; what they want, they seek it and pay for it, and it has become the norm. The South Africans had to learn from us. So we will always be the key market, not just for wine/spirit, but also for luxury goods. I believe we have the highest number of luxury cars on the streets in Nigeria across the Africa.
Your brand of champagne, Belaire and Bumbu, seems more like rum. What is behind the captivating names?
Sovereign Brands is a company that thrives on innovation; we are very creative minded people, we thrive on creativity and innovation. It’s a business that is blessed with a lot of talents. In every field here, you find some of the best hands, in marketing, sales and commercial departments, you would find people that are tested and know what they are doing. So the business is very careful and selective of the brands they deal with. It seeks out brands it wants to create, sell or do business with. It looks deeply into the heritage of these products and tries to understand what suits the market and what would be best for the consumer, as well as easy for them to manage and easily deal with it.
Belaire is actually a French word that means ‘one with a pleasant demeanor’. It’s very easy for anyone to relate with the brand. First, it’s a playful brand; it can function in any space. As a person, you know who has a nice lifestyle; when you are jovial and playful, everyone wants to be around you. You can see that the growth of the brand is very organic; it’s what everyone wants to be part of. Part of the style – the name, colour of the bottle, luminous label, that’s what people want to see. They are driven by what they see. And as you know, when you walk around a lot at night, very bright colours attract your attention like bees to honey.
For Bumbu, is based on the original recipe created by 17th century sailors of the West Indies, who blended native Caribbean ingredients into their rum and called it “Bumbu” – the original craft spirit. Just like the Bumble bee, you love the sweet taste. It’s just to get the consumer to understand that it’s a drink and something you can easily relate with. Truly, it’s a pleasant thing.
What has been the response or acceptance for these drinks?
You tried it yourself, did you enjoy it? For everyone that has tried Belaire, they all have one or two things to say – all positive. So far we are just a year old in the market. I am the first Country Sales Manager for the brand in Nigeria. It has been an awesome journey so far. Where we are coming from, the equity we have been able to build in the market, over the years is huge. It has got its positive and negative sides; but for us, as a business, it’s been positive and it’s been an awesome journey. The response has been tremendous and our growth has been very swift. For a product that was not mainstream trade product to have this kind of response, it’s been awesome. I can only thank God for it; and a lot of hard work. At the end of the day, it has been grace. I have always attributed every success in my life to God because he is my only source of power & inspiration. I hold that very dearly. Everything I touch I am always positive they will receive positive response. It doesn’t matter how much opposition arises.
What are your strategies in the business?
Strategies? You don’t discuss that in public. Truth is, once you have a good product, good team, the right market space discipline and good management skills, you can sell practically anything. I don’t know any strategy better than that.
Any plan to leverage on media?
We are already doing that. One of the major strengths has been the leaning towards media. We’ve been highly focused on new media. We are very focused on ensuring that we have very strong foothold, thus we aim to extend our use of media, but we are very focused on where we can gain more serious advantage, not just visibility.
As you well know, online platforms come and go. Strategically, what media areas do you want to use to gain dominance/consolidate?
First and foremost, we are a luxury brand. Did you say we are a high-end firm, well, not from my point of view? Our products are affordable, though it depends on who is buying.
Back to the issue: now there’s a middle-class that can afford our prices to an extent. Let’s say someone picks 10 bottles of our product but comes in once in a while. But another regularly picks just two bottles. That is okay for us. I believe we would find many that are comfortable and want to be in that class field compared to other brands. However, we are not competing with anyone. We are special in our own space. We’re Black and love to do things differently.
So if you love the brand, you’ll pay anything for the product. It’s not about the money; it’s the value the brand is putting out there, that’s what you want to see as a consumer.
Your products taste so great, what are you doing to push it into the public eye?
I spent years with Hennessy; I played a key role there, only a little has changed in the market. We in Belaire are doing what we have to do. In just 12 months, look at the kind of response and acceptance we have gotten in sales, visibility and acceptance. That should tell you that we know what we are doing. It took Moet Hennessy 10 years of intensive trade activities to get to where they are today, but again you can say the market wasn’t as saturated as it is now. Secondly, we are a brand to watch out for and we have done fantastically well and still growing.
At some point in the life of this market, the biggest products making sales in the night life then were, Red Label, Wines and Beers. As far back as 2006. I know how many bottles of wine I would sell in those days in my club; not much Champagnes in those days. I sold far more Whiskies than Cognac. So I know. We’re a part of the growth. Things are so much competitive today. Most big brands have made so much money and are investing majorly in the market.
Every product within the wine segment has a competition in terms of volume but that’s all that it is, we are just doing what we want to do and we are growing. I can’t tell you our position in terms of bubbly. But I can tell you that if we want to look at figures, give me three years, and the market will understand exactly where we are coming from.
How do you get 95% of parties in Nigeria to Petronize Belaire?
I may not be able to post figures and percentages now, but today we are at a lot of weddings, anniversaries etc with Belaire, there is a working template for the market?. Yes! Every business has a template and all players know that.
Once you get the template right, you will see the results, as people will come forward. And so far, people have been coming forward.
Recently, I visited Abeokuta for an appointment, and I decided to check out the market. I was at about 5 outlets, and I was super-impressed. There were outlets I didn’t even know, and they all had Belaire well arranged on the shelves. They had our products in their bars, fridges, on display. And I smiled because my sweat and stress is paying off. So to answer your question, guys are already picking the brand. I asked the bar-men about Belaire and they said that it what is new and cool.
We are not just in Lagos State I have been to the East, South, parts of the North as far as Kaduna. we are spreading, pushing our frontiers. We are also in Jos, Makurdi and Abuja.
Besides the earlier reason told, is there any other reason for bringing your products to Nigeria?
In 2014, we threw a party at an outlet across my then office, to celebrate a product. I later had a routine check of the tables across the venue, I was surprised to find a guest drinking Belaire Rose. I was furious and asked that they take it out. They pleaded that it was their last bottle. In our industry, there’s always that thing against competition and they know me well to fight tooth and nail to protect my product; as I turned my back on that table, I asked one of my trade guys to watch out for that brand (Belaire).
How do you marry your faith and career so well together?
I remember someone once asking me how I cope with managing my work and being so close to God. It’s just like my daughter once answered somebody on coping with seeing dead bodies as
Deadline of Compliance: Nigeria’s Urgent Call for Tax Return Filing
By George Omagbemi Sylvester | Published by SaharaWeeklyNG.com
“Shift or Structural Demand? A Declaration of Civic Duty in a Nation at a Fiscal Crossroads.”
In the unfolding narrative of national development and economic reform, few instruments are as defining as tax compliance. For Nigeria, a nation perpetually grappling with revenue shortfalls, structural dependency on a single export commodity, and entrenched informal economic behaviour, the Federal Government’s recent clarification on tax return deadlines is not mere bureaucratic noise. It is a deliberate and inescapable declaration: the social contract between citizen and state must be honoured through transparent, lawful and timely tax reporting.
At its core, the government’s pronouncement is stark in its simplicity and radical in its implications. Federal authorities, speaking through the Chairman of the Presidential Committee on Fiscal Policy and Tax Reforms, Taiwo Oyedele, have made it unequivocally clear that every Nigerian, whether employer or individual taxpayer, must file annual tax returns under the law. This encompasses self-assessment filings by individuals that too many assumed ended once employers deducted pay-as-you-earn taxes from their salaries.
This is not an optional civic suggestion, it is mandatory, backed by statute, and tied to a broader vision of national fiscal responsibility. Citizens can no longer hide behind ignorance, apathy, or false assumptions. “Many people assume that if their employer deducts tax from their salaries, their obligations end there. That is wrong,” Oyedele warned, emphasizing that the obligation to file remains with the individual under both existing and newly reformed tax laws.
The Deadlines and the Reality They Reveal.
Across the federation, state and federal revenue authorities have reaffirmed statutory deadlines in pursuit of compliance. The Lagos State Internal Revenue Service, for instance, moved to extend its filing date for employer returns by a narrow window, reflecting the reality that compliance often lags behind legal timelines. The extension was intended not as leniency, but as a pragmatic effort to allow accurate and complete submissions, underscoring that true compliance rises above mere mechanical ticking of a box.
At the federal level, Oyedele’s intervention was even more fundamental. He reminded Nigerians that annual tax returns for the preceding year must be filed in good faith, with integrity and in respect of the law. This applies regardless of income level including low-income earners who have historically believed that they are outside the tax net. “All of us must file our returns, including those earning low income,” he stated.
Herein lies one of the most challenging truths of contemporary Nigerian governance: widespread tax non-compliance is not just a technical breach of law, it is a deep cultural and structural issue that reflects decades of mistrust between citizens and the state.
The Root of the Problem: Non-Compliance as a Symptom.
Nigeria’s tax culture has long been under scrutiny. Public discourse and economic analysis consistently show that a significant majority of eligible taxpayers do not file annual returns. Oyedele highlighted that even in states widely regarded as tax administration leaders, compliance remains strikingly low, often below five percent.
This widespread non-compliance stems from multiple sources:
A long history of weak tax administration systems, where enforcement was inconsistent and penalties were rarely applied.
A perception that public services do not reflect the taxes collected, eroding the citizenry’s belief in reciprocity.
An informal economy where income often goes unrecorded, making filing seem irrelevant or impossible to many.
Lack of awareness, with many Nigerians genuinely believing that tax liability ends with employer deductions.
The government’s renewed push for compliance directly challenges these perceptions. It signals a shift from voluntary or lax compliance to structured accountability, a stance that aligns with best practices in modern public finance.
Why This Matters: Beyond Deadlines.
At its most profound level, the insistence on tax return filings is about nation-building and shared responsibility.
Scholars of public finance universally agree that a robust tax system is the backbone of sustainable development. As the eminent economist Dr. Joseph E. Stiglitz has observed, “A society that cannot mobilize its own resources through fair taxation undermines both its government’s legitimacy and its capacity to provide for its people.” Filing tax returns is not a mere administrative task, it is a declaration of participation in the collective project of national advancement.
In Nigeria’s context, this declaration carries weight. With the enactment of comprehensive tax reforms in recent years (including unified frameworks for tax administration and enforcement) authorities now possess broader statutory tools to ensure compliance and accountability. These measures, which include electronic filing platforms and stronger enforcement powers, have been framed as fair and equitable, targeting efficiency rather than arbitrariness.
Yet the success of these reforms depends heavily on citizens embracing their civic duties with sincerity. And this depends on mutual trust, the belief that paying taxes yields tangible benefits in infrastructure, education, healthcare, security and social services.
Voices From Experts: Fiscal Responsibility as a Public Ethic.
Tax law experts and economists, reflecting on the compliance push, have underscored a universal theme: taxation without transparency is inequity, but taxation with accountability is empowerment. When managed with fairness, a functional tax system can reduce dependency on volatile revenue sources, stabilise national budgets, and support long-term investment in human capital.
Professor Aisha Bello, a respected authority in fiscal policy, notes that “Tax compliance is not a burden; it is the foundation upon which social contracts are built. A citizen who honours tax obligations affirms the legitimacy of governance and demands better performance in return.”
Similarly, a leading tax scholar, Dr. Emeka Okon, argues that “The era when Nigerians could evade broader tax responsibilities simply because automatic deductions occur at source must end. For a modern economy, every eligible citizen must be part of the formal tax fold not as victims, but as stakeholders.”
These authoritative voices point to an unassailable truth: filing tax returns is both a legal requirement and a moral responsibility, an expression of citizenship in its fullest sense.
Challenges on the Ground: Compliance and Capacity.
While the rhetoric of compliance is compelling, the reality on the ground demands nuanced understanding. Many taxpayers (especially in the informal sector) lack meaningful access to digital platforms and resources for filing returns. For others, the fear of bureaucratic complexity and perceived punitive enforcement deters participation.
The government, for its part, has responded by promoting online systems and pledging greater taxpayer support. Tax authorities are increasingly engaging stakeholders to demystify filing processes, explain requirements and offer assistance. This mix of enforcement and facilitation is essential. As one seasoned revenue specialist observed: “The state cannot compel compliance through force alone; it must earn it through education, simplicity and fairness.”
The Broader Implication: A New Social Compact.
Ultimately, Nigeria’s renewed emphasis on tax return filing transcends administrative deadlines. It is an unequivocal declaration that national development is a shared responsibility, that citizens and state must engage in a transparent, accountable, and reciprocal relationship.
Tax compliance, therefore, becomes far more than a legal act; it becomes a moral claim on the nation’s future.
When citizens file their returns honestly, they affirm their stake in the nation’s destiny. When the government collects taxes transparently and deploys them effectively, it strengthens not only public services but civic trust itself.
In this sense, the deadlines proclaimed by Nigeria’s fiscal authorities mark not an end but a beginning; the beginning of a civic epoch in which accountability replaces apathy, participation replaces indifference and national purpose triumphs over fragmentation.
The road ahead will not be easy. But in demanding compliance, Nigeria is demanding more than tax returns. It is demanding commitment and that, ultimately, is the foundation on which nations are built.
BUA Foods Records 91% Surge in Profit After Tax, Hits ₦508bn in 2025
By femi Oyewale
Business
Adron Homes Unveils “Love for Love” Valentine Promo with Exciting Discounts, Luxury Gifts, and Travel Rewards
Adron Homes Unveils “Love for Love” Valentine Promo with Exciting Discounts, Luxury Gifts, and Travel Rewards
In celebration of the season of love, Adron Homes and Properties has announced the launch of its special Valentine campaign, “Love for Love” Promo, a customer-centric initiative designed to reward Nigerians who choose to express love through smart, lasting real estate investments.
The Love for Love Promo offers clients attractive discounts, flexible payment options, and an array of exclusive gift items, reinforcing Adron Homes’ commitment to making property ownership both rewarding and accessible. The campaign runs throughout the Valentine season and applies to the company’s wide portfolio of estates and housing projects strategically located across Nigeria.
Speaking on the promo, the company’s Managing Director, Mrs Adenike Ajobo, stated that the initiative is aimed at encouraging individuals and families to move beyond conventional Valentine gifts by investing in assets that secure their future. According to the company, love is best demonstrated through stability, legacy, and long-term value—principles that real estate ownership represents.
Under the promo structure, clients who make a payment of ₦100,000 receive cake, chocolates, and a bottle of wine, while those who pay ₦200,000 are rewarded with a Love Hamper. Payments of ₦500,000 attract a Love Hamper plus cake, and clients who pay ₦1,000,000 enjoy a choice of a Samsung phone or a Love Hamper with cake.
The rewards become increasingly premium as commitment grows. Clients who pay ₦5,000,000 receive either an iPad or an all-expenses-paid romantic getaway for a couple at one of Nigeria’s finest hotels, which includes two nights’ accommodation, special treats, and a Love Hamper. A payment of ₦10,000,000 comes with a choice of a Samsung Z Fold 7, three nights at a top-tier resort in Nigeria, or a full solar power installation.
For high-value investors, the Love for Love Promo delivers exceptional lifestyle experiences. Clients who pay ₦30,000,000 on land are rewarded with a three-night couple’s trip to Doha, Qatar, or South Africa, while purchasers of any Adron Homes house valued at ₦50,000,000 receive a double-door refrigerator.
The promo covers Adron Homes’ estates located in Lagos, Shimawa, Sagamu, Atan–Ota, Papalanto, Abeokuta, Ibadan, Osun, Ekiti, Abuja, Nasarawa, and Niger States, offering clients the opportunity to invest in fast-growing, strategically positioned communities nationwide.
Adron Homes reiterated that beyond the incentives, the campaign underscores the company’s strong reputation for secure land titles, affordable pricing, strategic locations, and a proven legacy in real estate development.
As Valentine’s Day approaches, Adron Homes encourages Nigerians at home and in the diaspora to take advantage of the Love for Love Promo to enjoy exceptional value, exclusive rewards, and the opportunity to build a future rooted in love, security, and prosperity.
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