International Breweries Plc (IBPlc) has officially introduced a new premium beer, Budweiser Royale, to the Nigerian market. The grand launch event took place recently in Lagos, marking a significant move by the brewer to capture a larger share of the premium segment.
A Royal Unveiling for a New Flagship
The product unveiling was a notable affair, attended by a mix of royal dignitaries, government representatives, industry leaders, and key trade partners. The gathering came together to witness the debut of what IBPlc is positioning as its newest flagship brand.
Speaking at the event, the Managing Director of IBPlc, Carlos Coutiño, outlined the company's ambition. He stated that Budweiser Royale reflects their ongoing goal to push the boundaries of what a premium beer can deliver to consumers. Coutiño emphasized the company's commitment to continuous innovation and meeting the evolving preferences of Nigerian drinkers.
The "All Rise" Campaign and Nigerian Spirit
The marketing strategy for the new brand was detailed by the company's Marketing Manager, Olajumoke Okikiolu. She explained that the campaign is built on the powerful theme of "All Rise." This concept is a call to action for consumers to embrace confidence, celebrate their achievements, and uphold high standards in all they do.
Okikiolu noted that the campaign aims to introduce a fresh and confident narrative designed to inspire people. The goal is to motivate individuals to step forward with purpose and acknowledge their progress. She stressed that the brand was developed with everyday Nigerians in mind, with the product's bold taste, smooth finish, and intentional design all crafted to reflect the resilient and vibrant Nigerian spirit.
Commitment to Responsible Consumption
Alongside the launch, International Breweries Plc reaffirmed its dedication to promoting responsible drinking habits. The company highlighted that its entire portfolio in Nigeria features guidance labelling. These labels provide clear information on moderation, the legal drinking age, and health guidance.
This initiative is part of the brewer's effort to help consumers make informed and smart choices regarding alcohol consumption, aligning with broader corporate social responsibility goals in the market.
The launch of Budweiser Royale on 17 December 2025 signals IBPlc's strategic push to deepen its roots in Nigeria's competitive beverage industry by offering a product that blends premium quality with a message of empowerment and national pride.
