In Response to Consumer Preferences, BEST Comes with New Designs

Samuel Ajayi

It is often said that a brand that does not reinvent itself will surely kiss the market goodbye. Not even under today’s cut-throat competition. And that is why in a fast-evolving consumer market like Nigeria’s, even the most recognisable brands must periodically reinvent themselves to remain relevant.

For Nigerbev Limited, the producers of the BEST spirits portfolio, that reinvention has come in the form of a comprehensive packaging refresh designed to make the brand more contemporary, more recognisable, and more competitive on modern retail shelves.

For more than 15 years, the BEST portfolio maintained a visual identity that many Nigerian consumers had come to know it with. Over time, however, shifts in consumer preferences, retail environments, and category competition created a need for a more modern expression of the brand. The result is a new packaging design that retains the brand’s heritage while introducing a cleaner, more confident visual language that resonates with today’s consumers.

Today’s consumers are exposed to a wider range of choices than ever before. The spirits category, in particular, has grown increasingly dynamic, with both local and international brands competing for attention through striking visual design, packaging innovation, and stronger shelf presence. In such an environment, packaging becomes more than a container; it becomes a key part of the brand experience, influencing how consumers perceive quality, authenticity, and relevance.

Recognising this shift, Nigerbev undertook a thoughtful redesign of the BEST portfolio, spanning all seven variants in the portfolio: BEST Cream, BEST Whisky, BEST London Dry Gin, BEST Vodka, BEST Inferno, BEST Whisky VIP, and BEST Chocolate Vodka. Each variant retains the distinctive bottle shape long associated with the brand, ensuring continuity and recognisability. However, the surrounding visual elements have been refined to deliver stronger impact and improved clarity across different retail environments.

One of the most noticeable changes lies in the label design. The new labels introduce sharper typography and a more structured layout that allows the brand name to stand out more prominently. Colour differentiation between variants has also been strengthened, making it easier for consumers to identify their preferred product quickly. These refinements may appear subtle at first glance, but together they create a stronger and more cohesive visual identity across the entire portfolio.

The redesign process was guided not only by aesthetics, but also by functionality. Packaging must work across multiple retail contexts, from high-end bars and supermarkets to neighbourhood stores and wholesale markets. The updated design was therefore developed to ensure strong shelf visibility while remaining practical for distributors, retailers, and consumers alike.

Beyond aesthetics, the redesign also reflects a practical response to the realities of the spirits market. The new packaging incorporates a range of authenticity and security features, including engraved bottle markings, and redesigned caps, that help consumers easily identify genuine products. These measures not only strengthen consumer confidence in the brand, but also contribute to broader industry efforts to curb product counterfeiting.

For consumers, these changes reinforce an important message: that the product they are purchasing comes directly from the manufacturer and meets the quality standards associated with the brand. For retailers and distributors, the enhanced security features offer additional reassurance when stocking and selling the product. A well-designed package can signal quality, communicate personality, and create a sense of trust even before the product is opened.

In the case of BEST, the refreshed design also communicates a balance between heritage and progress. The brand remains rooted in the familiarity that long-time consumers recognise, but it now carries a more contemporary visual expression that reflects changing tastes and lifestyles. This balance is particularly important in markets where brands must appeal simultaneously to established consumers and younger audiences discovering the category for the first time.

The refreshed packaging also creates new opportunities for the brand’s presence across different channels. With a more unified design system in place, the portfolio can be presented consistently across retail outlets, hospitality and leisure spaces, and promotional platforms. This consistency strengthens brand recognition and makes it easier to communicate the identity of the portfolio across various formats and experiences.

According to the company’s leadership, the redesign reflects a commitment to evolving alongside consumers without losing sight of the brand’s core identity. While the look of the portfolio has changed, the underlying promise remains the same: delivering consistent quality and dependable taste that consumers have come to associate with the BEST name.

The transformation reflects an understanding that successful brands are not static. They adapt to changing markets, incorporate new ideas, and respond to the evolving expectations of the people who enjoy them.

Managing Director, Nigerbev, Dr. Obinna Ike added, “The unveiling of the new BEST packaging arms our commitment to staying ahead of evolving consumer expectations while reinforcing our position as a trusted name in the Nigerian spirits market. This unveiling is about our consumers, as well as the start of a redefined approach to engaging our market as a company. We are laying the foundation for a stronger connection and broader reach across the market and region.”

Through this thoughtful packaging redesign, Nigerbev is ensuring that BEST continues to occupy that space. By combining modern design, enhanced authenticity features, and a stronger visual identity, the brand is stepping forward with renewed confidence, ready to stand out on shelves, connect with consumers, and remain a recognised name in the spirits market for years to come.