Increase participation in mainstream spirits Smirnoff X1: showing inclusive ambition in Nigeria


Consumers in Nigeria demand high quality drinks and value for money. We aim to meet this demand through global and local brands at accessible price points, supported by local sourcing and production. Building on Guinness Nigeria’s reputation for quality and innovation, and the route to consumer network of our beer business, we are reaching consumers who choose to drink, through mainstream spirits. These grew double digit in Nigeria this year, underpinned by innovation launches and new formats.

 Launched in fiscal 2017, Smirnoff X1 is a great example of how we are increasing spirits participation by leveraging our international trademarks. Over the past 18 months, our sales teams in Nigeria have been working with local outlets to introduce consumers to the vodka category. Currently, Smirnoff X1 is available in more than 30,000 on-trade outlets and we have sampled our perfect serve with lemonade in 1,700 outlets. Smirnoff X1 Intense Chocolate vodka, the lead variant, is proving popular and won a Silver Medal for Quality Recognition at the San Francisco World Spirits Competition in 2018.

Smirnoff has also extended its ‘We’re Open’ platform in Nigeria. ‘We’re Open’ aims to promote inclusivity and bring people together using experiences, great drinks and music to break down barriers and stereotypes.