The current buzz around Gulder beer brewed by Nigerian Breweries Plc is that a showstopper is in the offing and will be launched on August 24.
Although there has been a flurry of activity around what is being referred to as a ‘trail-blazing experience’ by those who should know, the company has chosen to keep mum, rather preferring to make it a surprise.
Those who have hinted that it is a re-launch of the Gulder Ultimate Search (GUS), which takes place about this time of the year, have been told only that they are wrong; that what is coming will not only take entertainment by storm but also be epoch-making for the beer industry.
The event, which is expected to attract global attention to Nigeria, is slated to hold in South East Nigeria according to an insider at Nigerian Breweries. The source who preferred to remain anonymous said the latest move by Gulder is inspired by its quest to always stay innovative and maintain its tradition of pioneering ‘firsts’.
Associated with many ‘firsts’, it was the first to be produced in a brown bottle and also the mastermind of the first Nigerian reality show – GUS, which birthed more than a decade ago.
About a year ago, it built a hallway with beer crates as the only construction materials designed in the replica of a castle corridor with the structure standing at 18 feet high and spanned the length of the red carpet at over 50 metres.
The brand launched the Gulder Club Ultimate (GCU) in 2013, as an alternative consumer engagement platform.
According to NB Plc, it was, “designed to give the ‘Gulder-man’ a soft-live outside his daily routine; transforming known venues into exquisite cruise liner; creating never-been-seen acts; crafting memories that consumers will long cherish and, more importantly, giving the consumers an opportunity of perfectly served Gulder beer in a club setting.”
It only recently rebranded its bottle. Managing Director, Nigerian Breweries Plc., Mr. Nicolaas Vervelde, said the Gulder re-launch was in tandem with the company’s penchant for innovation, which has sustained its leadership in the brewery sector.
According to him, the launch reflects Gulder’s stance to always be in the forefront of advancement.
“In 1946, the story of innovation started with Nigerian Breweries Plc. We launched the Gulder brand in 1970 in a unique brown bottle with a unique logo and unique recipe. This unique beer is loved by millions of Nigerians who savour the taste every day, every week, every month and every year,” he said.
So what does Gulder have for its consumers? Is it another cube? Is it another bottle? While the brand is keeping silent for now, tomorrow is set to be another milestone in the annals.
