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Sona Freshens up, Releases New Drinks
- By Ayo Adesanya
- Published May 17th, 2009
- BrandWorld
- Unrated
FOR a number of years, drink-maker, Sona Breweries had needed a refreshing drink to shore up its flagging business. The only products in her stable were Maltonic, a malt drink brand and Sun Top, a line of packaged fruit juices which it markets under a franchise arrangement. But last week, Sona showed some sparkle when it released into the market a new brand of malt drink known as Malta Gold.
Sona is also marketing a new dark ale beer, known as Williams, a move which would rekindle its past glory, when it had its own lager beer brand, Gold. Sona began placing introductory ads for Malta Gold in The Punch a widely read national newspaper last week.
It is yet unclear however, whether Sona intends to drop the old Maltonic brand or would allow it to run side-by-side with the new brand.
There was the conjecture by some analysts last week that Sona may be making a fresh start with Malta Gold because of the brand perception of Maltonic which has not been so good due to the operating problems faced by the company itself. The idea of a dark ale beer would also help Sona get a toe-hold in the alcoholic drinks segment of the market without going head-to-head with major lager brewers as Nigerian Breweries, Guinness and Consolidated Breweries. Gulder,Star and Heineken lager beer brands from the stable of Nigerian Breweries dominate the market .Whereas, Harp lager from Guinness and 33” Export from Consolidated enjoy a good market share in the medium-to-savings segment of the beer market .Wilfort is the only dark ale brand in what is a small niche in the lager market which Williams now joins..
Williams probably would not get more than a passing glance from brand handlers at Nigerian Breweries with its big, dominant lager beer brands. Malta Gold is coming into a very competitive market.
There are already over 14 brands of malta drink in the market. These include Malta Guinness, Maltina , Amstel (NB),Vitamalt, Maltex, Nasmalt,Hi-Malt (Consolidated),and Maltonic(Sona.)
To survive in this crowded field would require some dexterity. Nonetheless, Sona can draw on its long experience marketing the Maltonic brand .The brand survived for so long by adopting a low-price strategy and remaining the malt drink of the masses, well until, other as Hi-malt ,Maltex and Nasmalt joined the fray.
Hi-Malt is currently believed to be the savings market king for malt drinks, easily brushing aside Sona’s Maltonic. Can Malta Gold and Williams help refresh Sona Breweries flattering business?
That is the management’s plan but whether the small-sized brewer can get its act together is at issue.
Sona is also marketing a new dark ale beer, known as Williams, a move which would rekindle its past glory, when it had its own lager beer brand, Gold. Sona began placing introductory ads for Malta Gold in The Punch a widely read national newspaper last week.
It is yet unclear however, whether Sona intends to drop the old Maltonic brand or would allow it to run side-by-side with the new brand.
There was the conjecture by some analysts last week that Sona may be making a fresh start with Malta Gold because of the brand perception of Maltonic which has not been so good due to the operating problems faced by the company itself. The idea of a dark ale beer would also help Sona get a toe-hold in the alcoholic drinks segment of the market without going head-to-head with major lager brewers as Nigerian Breweries, Guinness and Consolidated Breweries. Gulder,Star and Heineken lager beer brands from the stable of Nigerian Breweries dominate the market .Whereas, Harp lager from Guinness and 33” Export from Consolidated enjoy a good market share in the medium-to-savings segment of the beer market .Wilfort is the only dark ale brand in what is a small niche in the lager market which Williams now joins..
Williams probably would not get more than a passing glance from brand handlers at Nigerian Breweries with its big, dominant lager beer brands. Malta Gold is coming into a very competitive market.
There are already over 14 brands of malta drink in the market. These include Malta Guinness, Maltina , Amstel (NB),Vitamalt, Maltex, Nasmalt,Hi-Malt (Consolidated),and Maltonic(Sona.)
To survive in this crowded field would require some dexterity. Nonetheless, Sona can draw on its long experience marketing the Maltonic brand .The brand survived for so long by adopting a low-price strategy and remaining the malt drink of the masses, well until, other as Hi-malt ,Maltex and Nasmalt joined the fray.
Hi-Malt is currently believed to be the savings market king for malt drinks, easily brushing aside Sona’s Maltonic. Can Malta Gold and Williams help refresh Sona Breweries flattering business?
That is the management’s plan but whether the small-sized brewer can get its act together is at issue.
