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‘Belaire Champagne Gaining Ascendancy in Nigeria’

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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:

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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

 

 

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Palliatives: Dangote donates 80,000 bags of rice to Lagos residents

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Palliatives: Dangote donates 80,000 bags of rice to Lagos residents

 … Sanwo-Olu says Dangote prioritize Nigerians’ welfare above profit

 

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The Aliko Dangote Foundation, (ADF) has flagged off the distribution of 80,000 10kg bags of rice to the vulnerable in Lagos state.

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President of Dangote Group and Chairman of the foundation, Aliko Dangote, noted that the gesture is part of the over one million 10kg bags of rice that would be distributed to reach one million vulnerable people in the 774 local government areas of the country.

 

 

 

 

Speaking at the flag off in Alausa, Dangote, said the distribution of the 80,000 bags of 10kg rice is another demonstration of the foundation’s commitment to upholding the values of compassion and solidarity that are at the core of humanity.

Noting that the distribution of the rice is in addition to the daily distribution of 12,500 loaves of bread in Lagos, Dangote stressed that with the initiative, the foundation aspires to ameliorate some of the burdens faced by vulnerable communities across Lagos State.

In his remarks, Governor of Lagos state,  Babajide Sanwo-Olu, applauded the many initiatives of Dangote to ameliorate the sufferings of Nigerians, while praiseing him for showing compassion to the needy in the society.

Sanwo-Olu said the gesture of distribution of 80,000 bags of 10kg rice shows that the leadership of the Foundation prioritize the welfare of the people beyond the pursuit of profit and accumulation of wealth.

The Governor said: “Aliko Dangote is a Nigerian that has chosen to be different. You have choices but you have made the right one which is caring for the vulnerable. I appreciate Mr. Aliko Dangote for extending his kind gestures to the people at the bottom of the pyramid and we are grateful for supporting us in government. There is a lot of global disruption in different parts of the world, and it is a tough time to be in a position of leadership,” he said.

While encouraging other wealthy Nigerians to emulate Dangote, the Governor said the distribution of the rice would support the initiative of the state in addressing the effects of the economic hardship.

Justifying the food intervention in Lagos, Dangote said: “While our traditional Ramadan food distribution has been focused on the Muslim Community, we recognize that the current circumstances where a significant proportion of Nigerians across the nation are experiencing severe hardship due to the prevailing high prices of food, require that we broaden our program to cover communities of all faiths. This is why we are extending the Ramadan initiative to cover all the thirty-six states and the Federal Capital Territory as a testament to our commitment to supporting our communities in line with our core values and the spirit of the Holy Month of Ramadan,” he said.

The CEO of the ADF, Zouera Youssoufou, said the Foundation is partnering credible NGOs, civil societies, religious bodies among others to ensure the donations go to the most vulnerable in Lagos State.

She said the Foundation is guided by a vision of empowering Africans to achieve their self-actualization and full potential as it believes that every individual, regardless of their circumstances, deserves the opportunity to thrive and succeed.

“In times of hardship, it is imperative that we stand together as one nation, one community, extending a helping hand to our brothers and sisters in their time of need as we have done with our female empowerment programme in Lagos State which targeted 40,000 (Forty thousand) disadvantaged women,” she added.

Group Executive Director Commercial Operations at Dangote Industries Limited (DIL), Fatima Aliko-Dangote, noted that the flag off in Lagos is a follow-up to the 120,000 bags distributed in Kano on Saturday, said the intervention is targeted to reach the 774 local government areas in Nigeria.

“We have been doing this for a while but we didn’t publicize  it because  our chairman  believes  this is between him and God but this year we decided  to publicize  it so that we can encourage  and inspire others to do so.

“There are many other things the Dangote foundation is also doing. We are also serving 2,500 breads all over Lagos daily. We started this in 2020 during COVID-19. Also in our hometown in Kano, we have been doing breakfast, lunch and dinner for the past 35 years. The foundation has invested in many things. Years back, we gave women some money to be able to invest in their businesses,” she said.

Speaking further, Dangote noted that Lagos state holds a special place in the hearts of the Group, hosting two of its major investments – Dangote Petroleum Refinery and Dangote Fertiliser Plant.

He disclosed that the Dangote Group is also working on the nutrition agenda and has made significant strides in food fortification, investing in iodized salt and vitamin A fortified sugar. He stressed that the Group actively promotes food fortification within the Nigerian food industry and is exploring fortification methods for staples like rice and wheat and bouillon cubes to help ensure improved nutrition nationwide.

“At the heart of the Aliko Dangote Foundation lies a deep-seated belief in the importance of nutrition in human capital development. We understand that access to nutritious food is not only a basic human right but also a critical determinant of good health and well-being. By providing these modest bags of rice to those in need, we are not only looking to alleviate immediate hunger, but also investing in the long-term health and prosperity of our communities,” he added.

While commending Lagos state governor, Babajide Sanwo Olu as a Governor with a penchant for overcoming adversity and enormous capacity in handling emergencies, Dangote urged other well-meaning individuals and corporate organisations to emulate the efforts to support the less privileged in the communities, especially during Ramadan, which is a time of self-reflection, empathy, and charity.

Palliatives: Dangote donates 80,000 bags of rice to Lagos residents

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NIFESAF ESUT Lagos Holds 4th Edition Of Business, Career Exposition

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The Lagos State Alumni Fellowship of Nigerian Fellowship of Evangelical Students (NIFESAF) has held the fourth edition of its Business and Career Exposition programme themed ‘Maximizing Technology and Strategic Customer Loyalty For Sustainable Business Growth In Today’s Economic Condition’ on Saturday, 23rd of March, 2024 in Lagos.

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The programme which was basically for Small and medium-sized enterprises since its inception has served as a major platform for the promotion of Nigerian-owned businesses and created several opportunities for SMEs to thrive and have access to the world through the global reach of NIFESAF ESUT.

Just like the previous editions, the fourth edition wasn’t any different; it featured an avalanche of exhibitions by several Nigerian businesses with guests who were ready to patronize them and a huge platform to publicize their businesses.

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Some of the businesses involved in the exhibition include Finet Mobile, Purch Gadgets, Congratulations Corporate Events, Exceptional Intensive Vocational Training, Farmskills Limited, Jigsimur health drink, De Luxe flour, Royal Almonds, Ifiefruit, Ihubest trading enterprise, K-shape fashion designer, Zara Caps and Hats, Chee Havillah Royal Services Ltd, Lowan Enterprises, Mace Ventures, Arif Bureau, Davis Exotic Homes, Whiztech Global Ltd, Earthblend flavours, to mention but a few.

Speaking at the event, the Chairman of the Global Body— Nigerian Fellowship of Evangelical Students (NIFES) ESUT Alumni Fellowship, Mr. Fred Nnadike, said the essence of the business exhibition was to support and build a community of excellent, Christians who would be role models in their respective careers.

Nnadike who urged believers under the umbrella to keep the faith alive equally charged them to uphold ethical standards, sound corporate governance, and avoid sharp practices in their respective professions and business endeavors as ardent followers of Christ.

“We want to encourage what we produce and link our entrepreneurs to the global space. SMEs are indispensable for economic growth and development. The government across board should do something urgently to revive the economy by making the environment conducive for businesses to thrive” he implored.

On his part, the Lagos State Chapter Chairman of the Fellowship, Mr Henry Nnadike, said the leadership of NIFESAF has often reminded the government that MSMEs are still the engine room of every strong economy.

“Government must address multiple taxation, epileptic power supply, dilapidated road network, and general scorching economic environment. Governments must be transparent in their reforms and interventions. Besides, we need informed ideas, programs, and policies that must be designed by the best brains. The government should learn to put the interest of the masses above their personal interest for posterity’s sake” he urged.

Similarly, the Vice Chairman of NIFESAF, Lagos Chapter, Mrs. Chika Idalah–Allison, called on the state and federal government to partner with NIFESAF and related organizations which are poised to promote skills and craftsmanship, particularly for youths.

“Government should partner with organizations promoting skills acquisition, innovation, human capital development, and creative industry. In NIFESAF we are under the mandate to support every entrepreneur under its umbrella even beyond.

Idalah – Allison told newsmen that she was able to travel to different countries for business purposes, not by her academic certifications but by the salability of her skills in artwork and design.

“Nigeria is our only country, we must build it because the world is waiting for us to step out, and that is what we must all do collaboratively, however, our education curriculum should be designed fit- for -purpose” she asserted.

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AARE ADETOLA EMMANUELKING ADVOCATES FOR CONSOLIDATION BEFORE TRANSFORMATION AS LAGOS REDAN CHAIRMANSHIP ASPIRANT PAID COURTESY VISIT

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AARE ADETOLA EMMANUELKING ADVOCATES FOR CONSOLIDATION BEFORE TRANSFORMATION AS LAGOS REDAN CHAIRMANSHIP ASPIRANT PAID COURTESY VISIT

 

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Aare Adetola Emmanuel-King, The Executive Chairman Adron Homes, advocates for Consolidation first before Transformation as he declares his support for Dr Segun Oshundairo, The Aspiring REDAN Chairman For Lagos Chapter(Real Estate Developers Association of Nigeria)

He stated his full fledged support during an exclusive interview with the REDAN Chairman Aspirant, Dr Segun Oshundairo, the CEO of Arcview Investment Limited. During the Aspirant’s visit, Aare Adetola admonished him on steps to take to ensure that his tenure birth policies that would revolutionize the Real Estate Industry. He urged the Aspirant to embark on Intense Media publicity and collaborative advocacy efforts to influence government policies and decisions affecting the Real Estate Industry.

During this Meeting, The Aspirant talked about his Manifesto which he would implement once he emerges the Chairman. He declared the following Intentions:
– Create a Developers Mortgage Plan. With this, he would be collaborating with the government to create a plan that would ensure that developers can buy affordable estate from the government which would facilitate their ability to create reasonable and affordable houses for the masses.
– Establish an Advisory Board for REDAN. He stated that he would create an Advisory Committee that would consist of 7 stakeholders to advise and train members of the group every quarter on the right policies and procedures to implement.
– Open up lands in rural Areas and convert them to Mega cities. He revealed his intention to collaborate with the government in order to open up lands in Ofada, Papalantoro and environs as well as create affordable real estate in such areas.
– Rebrand and Publicize REDAN: The Aspirant stated that under his tenure, REDAN would have a new look, which would include a new logo, better policies as well as increased visibility .

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Aare Adetola EmmanuelKing, In addition to advising the Aspiring Chairman on Strategic Media Publicity for REDAN, also implored him to pay attention to increasing the number of members in the group as well as present comprehensive strategies poised to shape the future landscape of real estate in the country.

He Admonished and stated that “There can’t be a greater Lagos without REDAN” He further advised the Aspirant on the need for a Universal market price of Landed Properties for Real Estate Developers in Lagos State when purchasing from the government. Also, this would foster and aid the creation of affordable housing for the good people of Lagos State and Nigerians at large.

The interview session concluded on a positive note in which Dr Segun Oshundairo expressed his enthusiasm and appreciation for the collaboration between REDAN and the CEO of Adron Homes. The Interview Session laid the foundation for future partnership opportunities aimed at driving positive change within the real estate industry. Dr Segun reiterated that once elected, he would set up a board of trustees that would consist of veterans and real estate pillars to serve as an advisory board for the pressure group.

 

AARE ADETOLA EMMANUELKING ADVOCATES FOR CONSOLIDATION BEFORE TRANSFORMATION AS LAGOS REDAN CHAIRMANSHIP ASPIRANT PAID COURTESY VISIT

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