International Breweries Elevates Its Premium Portfolio

International Breweries Plc, has introduced its newest flagship brand, Budweiser Royale to the Nigerian market at a launch event held in Lagos. The unveiling drew royal dignitaries, government representatives, industry leaders, trade partners, celebrities, and media personalities who came together to witness the unveiling of a super-premium beer designed for consumers who value taste, confidence, and distinction.

Managing Director, International Breweries Plc, Carlos Coutiño, shared his thoughts on the new product at the launch, he said: “Budweiser Royale reflects our goal to keep pushing the boundaries of what a premium beer can offer. People want depth, flavour, and a product that matches their lifestyle. Budweiser Royale brings all these elements together in a full-bodied beer with a refined smoothness that speaks to modern taste. Budweiser Royale’s exceptionally smooth taste reflects our commitment to innovation and our deep understanding of evolving consumer preferences in Nigeria.”

Marketing Director, International Breweries Plc Bamise Oyegbami, explained the unique value of the variant. He said: “Consumers in Nigeria know quality when they see it. Budweiser Royale meets that standard with ease. Its 6% ABV profile gives it strength, while the smooth finish makes it enjoyable. It is a beer for people who appreciate richness without losing balance.”

Marketing Manager, Olajumoke Okikiolu, spoke on the creative idea driving the campaign. She said: “Our message is simple: All Rise. It is an invitation to step up, celebrate achievement, and carry yourself with confidence. Every part of the Royale campaign showcases this spirit with modern and stylish Nigerian stories. People will see a beer that is bold in flavour, smooth in character, and aligned with a lifestyle that values excellence. Nigerians appreciate flavour, quality, and confidence, and Budweiser Royale was created with exactly that in mind.”