Leveraging Distributors’ Reward to Grow Brand Equity

To enhance market reach as well as consolidating on existing consumers, the management of the Intercontinental Distillers Limited has introduced new products to commemorate the 2025 edition of the company’s Distributors’ awards, Raheem Akingbolu reports

In a market that appears competitive with a new consumer trend, brands’ owners tend to be dynamic. This is the situation with the players in Nigeria’s spirit market with a significant growth potential driven by a large youth population, rapid urbanization, and an increasing consumer preference for premium and diverse spirit options. 

As one of the leading players in the market, International Distillers Limited (IDL), has been consistent in its approach to consolidate on its market relevance through innovation and annual distributors’ award. Over the years, its innovative strategy has enhanced product development, branding and unique positioning.

To keep its tap on the existing customers, the company has also remained committed to servicing relationships with trade partners, hence the annual distributors awards. Year in, year out, the company impacts distributors and further lifts their businesses.

As part of its strategies to enhance market growth and attract new patrons, the IDL also commits resources to brand extension and branding. Over the years, this approach has helped the company to leverage the goodwill and recognition built by the brand over time to venture into different but related categories, aiming to capture a wider audience and foster deeper connections with consumers.

A few days ago, the company rolled out the drum again to celebrate its teeming partners. At the event, IDL commended its distributors for their resilience and contribution to the company’s performance in the 2024 business year while cautioning against unhealthy price-cutting practices that threaten market stability and brand value.

Speaking at the event which was held in Lagos, Managing Director/CEO, Chief Patrick Anegbe, described the 2024 business year as both challenging and rewarding, noting that the company achieved significant growth despite tough economic conditions.

He, however, expressed concern over the rising trend of price undercutting among distributors, warning that such practices could erode profitability and weaken the integrity of IDL’s brands.

“We must uphold fair pricing to protect our collective interest. Cutting prices below recommended levels does not sustain the business — it only destroys long-term value,” he said.

Anegbe reaffirmed the company’s commitment to supporting its trade partners through innovation, quality assurance, and strong marketing initiatives, urging distributors to remain united and focused on shared growth.

He highlighted several economic hurdles faced by the manufacturing industry, which many business owners have consistently mentioned in recent years at similar events.  These challenges include: high cost of production and rising material costs, frequent hikes in energy prices, specifically the high cost of diesel and increased electricity tariffs, the burden of multiple taxes, levies, and fees from various government agencies and inadequate infrastructure, such as bad roads, which complicate logistics and the movement of goods across the nation. 

Despite this difficult business environment, Anegbe commended the distributors for their resilience and significant contributions to the company’s performance, noting that IDL still achieved growth. He also cautioned against unhealthy price-cutting practices that could threaten market stability and brand value. 

IDL holds the annual award ceremony to honor top-performing distributors and reaffirm its commitment to its trade partners. 

This year’s edition event also featured product unveilings and awards to top-performing distributors who excelled during the 2024 business year.

Head of Marketing, Mobolaji Alalade, said the new products reflect the company’s drive to offer richer experiences and more variety to consumers.

“Great brands are not built in the distillery alone, but in the hands and hearts of those who share them with the world,” he stated.

He described the new introductions — Chelsea Orange and Chelsea Strawberry (both in 75cl bottles), and Ivory Cream Liqueur (available in 75cl and 20cl sizes) — as “luxury in a glass,” crafted to appeal to diverse consumer tastes and expand distributor opportunities in the market.

 Speaking further, the head of marketing pointed out that the new products represented more than innovation, emphasising that they represented opportunity.

“Opportunity for you, our distributors, to expand your reach, attract new customers, and strengthen your market presence with offerings that appeal to a wide variety of tastes. As always, we reaffirm our commitment to working alongside you, equipping you, and supporting you so that together, we can continue to delight consumers and drive sustainable growth,” he stated.