The Brand Manager, Wild Africa Cream, a cream liqueur brand manufactured by South African wine maker, KWV Wines, Mr Barry Badenhorst, has said that the brand targets 28 million consumers in its initial entry into the Nigerian market.
He stated this during the official launch of Wild Africa Cream in Lagos recently.
He said the opportunity was huge for the brand in the Nigerian market, adding that unlike the European market, Nigerian consumers and South African consumers’ relationship with a brand would evolving after an initial taste.
Badenhorst said, “I believe strongly that that is what will happen in this market. Once we put it out there and people start interacting with the brand, they will not go back to another brand.
“The drink is coming into the market with two propositions, quality at very affordable price.”
According to him, Wild Africa Cream is enjoyed in more than 45 countries around the world while its maker, KWV, has been in existence for 100 years.
KWV was established in 1918 in answer to distribution needs of farmers who wanted to send their produce to the market, he said.
The KWV’s Country Manager for West Africa, John Maka, said, “For whatever they are worth, brands in the cream liqueur category in this market have priced themselves quite high and we feel we can reposition our brand to give consumers a quality offering that is even better than what is in the market at a price that is significantly lower than what is currently on the shelves.”
He added, “Presently, KWV is a subsidiary of Niveus Investments, part of the HCI black empower investment group and the only South African producer listed on Drinks International’s Most Admired Wine Brands Global Register.
“KWV wines and grapes are sourced from the most sought-after viticulture regions of South Africa and grown from the world’s oldest earth. The company’s cellars, one of the largest complexes in the world featuring the world-famous Cathedral Cellar, have produced an award-winning range of products.”
The General Manager, Ekulo Group, sole distributors of the brand in Nigeria, Joseph Okonkwo, said that the brand had a bright future in the Nigerian market.