Firm advocates moderation, legal drinking
International Breweries PLC has reiterated its commitment to responsible alcohol consumption, moderation and legal drinking age compliance following the Southeast launch of its newest beer brand, Budweiser Royale. The company,
International Breweries PLC has reiterated its commitment to responsible alcohol consumption, moderation and legal drinking age compliance following the Southeast launch of its newest beer brand, Budweiser Royale.
The company, a member of Anheuser-Busch InBev, said its brand messaging and activities targets adults, aged 18 and above, in line with its responsible drinking campaign.
Speaking at the launch in Asaba, Delta State, the company stressed importance of informed and safe consumption of alcoholic beverages.
It noted that it has continued to implement voluntary guidance labelling across its product portfolio, providing consumers with information on moderation, legal drinking age and health guidance.
According to the brewer, the initiative is io help consumers make informed choices while promoting responsible enjoyment of its products.
The event attracted traditional rulers, business leaders, entertainment personalities and influencers from Southeast.
The company introduced Budweiser Royale, its new super-premium variant to consumers in the region.
Managing Director, Nick Kade, said the company is focused on delivering quality products while encouraging responsible consumption.
“The East is a market that appreciates quality and success. With Budweiser Royale, we have a product that matches the ambition and lifestyle of our consumers here. It is more than a beer; it is a symbol of achievement and refinement,” he said.
Marketing Director of International Breweries PLC, Bamise Oyegbami, explained that the brand’s “All Rise” campaign was designed to celebrate growth, self-confidence and progress among consumers.
“Our consumers know quality when they see it. Budweiser Royale delivers a rich drinking experience without losing balance. ‘All Rise’ is an invitation to step up and uphold a higher standard in everything one does,” he said.
Marketing Manager, Budweiser, Olajumoke Okikiolu, said the campaign reflects the aspirations and experiences of ambitious Nigerians.
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“The Budweiser Royale campaign is rooted in the idea of ‘All Rise’, a tribute to those who take pride in their journey and celebrate their progress with purpose.
“Every detail, from the sleek visual identity to the liquid’s bold character, was carefully crafted to reflect excellence without excess,” she said.
Budweiser Royale, which has a six per cent alcohol by volume (ABV), is positioned to cater to consumers seeking premium and culturally resonant beverage choices.
The company said the product is now available in select upscale lounges, bars and retail outlets across Asaba, Onitsha, Enugu and other major Southeast cities.
Guests at the launch were treated to curated tasting sessions, entertainment performances and presentations highlighting the craftsmanship behind the new product.
International Breweries PLC said it would continue to pursue its vision of promoting quality brands while advancing a responsible and smart drinking culture among consumers.
