International Breweries Unveils Budweiser Royale in South South Nigeria
International Breweries Plc, a key member of ABInBev, the world's largest brewer with a portfolio exceeding 500 brands, has officially launched its newest super-premium offering, Budweiser Royale, in the South South region of Nigeria. This move follows the brand's successful debut in Lagos, marking a significant expansion in the premium beer market.
Glamorous Launch Event in Asaba
On April 16, 2026, a high-profile event was held at an upscale venue in Asaba, Delta State, to introduce Budweiser Royale. The launch was characterized by elegance and sophistication, attracting a distinguished audience that included traditional rulers, business leaders, entertainment figures, and top influencers from the South South area.
Budweiser Royale is crafted to meet the demands of consumers seeking a refined drinking experience, featuring a bold flavor profile and exceptional smoothness. With an alcohol by volume (ABV) of six percent, it offers a full-bodied depth while maintaining the signature smoothness associated with the Budweiser brewing technique.
Targeting Evolving Consumer Tastes
The brand is strategically positioned to cater to the growing preference among Nigerian consumers for premium, expressive, and culturally resonant beverages. It is now available in select upscale lounges, bars, and retail outlets across key cities such as Asaba, Onitsha, and Enugu, as well as other major urban centers in the Eastern region.
Executive Insights on the Launch
Nick Kade, Managing Director of International Breweries PLC, expressed enthusiasm about the brand's reception in the South South. "The South South market values quality and success. Budweiser Royale aligns with the ambition and lifestyle of our consumers here, serving as a symbol of achievement and refinement," he stated.
Bamise Oyegbami, Marketing Director, highlighted the "All Rise" campaign, which celebrates growth, progress, and self-confidence. "Developed for the modern Nigerian, Budweiser Royale delivers a rich experience without compromising balance. 'All Rise' encourages individuals to uphold higher standards in all endeavors," he explained.
Olajumoke Okikiolu, Marketing Manager for Budweiser, emphasized that the campaign is rooted in authentic stories of ambitious Nigerians. "Every aspect, from the sleek design to the bold character of the beer, reflects excellence without excess, making it both aspirational and relatable," she added.
Immersive Experience and Commitment to Responsibility
Guests at the launch enjoyed an immersive journey into the craftsmanship of Budweiser Royale, featuring curated tasting sessions and high-energy performances. The event underscored International Breweries Plc's dedication to innovation and excellence in the premium beer segment.
The company reaffirmed its commitment to responsible drinking, with all messaging and activities targeted at adults aged 18 and above. Through voluntary guidance labeling, IBPLC promotes moderation, legal drinking age compliance, and health guidance to ensure informed consumer choices.
About International Breweries Plc
As part of Anheuser-Busch InBev (ABInBev), International Breweries Plc produces renowned brands like Trophy Lager, Hero Lager, Castle Lite, and Budweiser. The company aims to bring people together for a "Future with More Cheers" by creating enduring brands with the finest natural ingredients.
