Youths Crown Malta Guinness Coolest Malt Drink in Nigeria

Youths in Nigeria have voted Malta Guinness, the premium malt drink from the stable of Guinness Nigeria Plc as the Coolest Malt Drink in Nigeria.

Malta Guinness was presented with the Award at the maiden BusinessDay Media Generation Next Survey Awards in Lagos at the weekend.

Over 15,000 Nigerian youths, aged between eight and twenty-five pooled in the survey, according the organisers, HDI Youth Marketeers Limited, overwhelmingly voted for Malta Guinness as the coolest malt drink in Nigeria because the youths perceive the brand as “healthy and nutritious.”

Receiving the award, Mr Wole Adedeji brand manager, Malta Guinness, expressed joy at the vote that Nigerian youths cast in favour of his brand. According to him, “this is another validation of our position as Nigeria’s number one malt drink. It is an endorsement of our quality and at Guinness we are particular about quality and offering our consumers the best.”

Continuing, the brand manager pointed out that the award is made more special because it is a customer endorsement that comes from a critical market segment. “We are particularly happy because it is an endorsement from young people,” he said. He highlighted that the core target of Malta Guinness is the youth market segment. “Malta Guinness targets ages 18 – 34, with the bull’s eye at 24,” he disclosed.

Prof Onwuchekwa Jemie, editor-in-chief BusinessDay, underlined the place of the youth in marketing, insisting that they are important to all brands because they hold the three keys as influencers, consumers and future market.

According to the Editor-in-Chief the critical place of the youth in marketing influenced BusinessDay to partner with HDI Youth Marketeers Limited for the Awards “with the purpose of connecting brands to this special generation aged eight to twenty-five.”

Joko Okupe, chief executive officer, HDI Youth Marketers Limited while congratulating the winners explained that the winners emerged from careful and verifiable research.

“We make bold to state that winners can be proud of their achievements because this is the opinion of Nigerian youths who constitute about 60 percent of the Nigerian market,” he said.

Okupe disclosed that Malta Guinness beat eight other brands of malt drink, including Maltina, Amstel Malta, Malta Gold, Hi-Malt, Nasmalt, Vitamalt, Maltex and Grand Malt to the prize.