Country Manager, AJEAST Nigeria Limited, Theo Williams

AJE Group, manufacturers of Big Cola, a 65cl carbonated soft drink, has moved into energy drink segment of the market with a new offering, with which the company wants to gain a substantial share of the energy drink market.

The company with headquarters in Lima, Peru recently adopted boat ride in Lagos lagoon as a platform to unveil its energy drink, ‘Big Volt’ in a 65cl pet bottle into the Nigerian market. It is selling for N300 per bottle.

In 2015, when the company with initial investment capital of over N5 billion introduced 65cl soft drink in different variants of cola, orange and lemon, it really stretched competition in that segment and this time the management is also confident that the new energy drink would find space in the market.

Theo Williams, the country manager of Ajeast Group, who said that the Big Volt is locally produced, believed that consumers required another viable alternative to existing brands “especially a drink that would be more affordable”.
He said the company is not likely to introduce the product in can pack because of cost. On why he is confident that Nigerians would appreciate the drink, Williams maintained that it is cost effective as Nigerians are moving to lower cost but quality products.

Williams agreed that Big Volt in 65cl is the largest energy drink in Africa but it is not the largest in the world as America has 1 litre product but believed that Nigerians would likely use it as mixer.