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Legend Extra Stout Unveils New Look

Nigeria’s fastest growing stout brand, Legend Extra Stout has extended its market penetration with the unveiling of its new look. At an event tagged Black Realvolution held at the Eko Atlantic City in Lagos on Friday, March 28, 2014, the stout brand was revealed with new premium packaging of Stanoil and metalized labels. The unveiling was the culmination of several weeks of social media campaigns which kept Nigerians guessing for weeks. A tour bus traversing the length and breadth of Lagos, creating awareness about the unique packaging re-launch was also organized as part of events leading to the unveiling of the new look of the ‘Real Deal’.

Speaking at the event, the Sales Director, Nigerian Breweries Plc, Mr. Hubert Eze said the event marked a milestone in the lifespan, Legend Extra Stout, of one of Nigeria’s most enduring brands from the stable of Nigerian Breweries Plc. According to him, the rich history of Legend Extra Stout is one that is replete with innovation because the brand continuously focuses on optimum consumer satisfaction, one factor that is responsible for Legend Extra Stout’s status as the fastest growing stout brand in Nigeria. “This unique stout brand has undergone evolutions in times past since it was first launched in 1992: from being fortified with vitamins and reformulated to enhance its taste, to changes in its bottle shape and labelling. Now, Legend Extra Stout has undergone a Realvolution. Not just any Realvolution but a BlackREALvolution”.

According to Eze, the new Stanoil and metalized label represents quality and the ‘premiumness’ of the brand. “This affirms the unique positioning of Legend Extra Stout as the stout of choice for the sociable, modern, ambitious and courageous Nigerian yearning to enjoy the finer things in life and living life to the fullest and standing out of the crowd. Consumers that also purchase the newly packaged Legend Extra Stout can be rest assured that they are drinking the Legend Extra Stout which has been produced under the highest standard of quality using the best of the natural finest ingredients. So I urge you to go out there and enjoy the new Legend with the same unique bitter premium taste”.

The Sales Director used the opportunity to announce the third edition of the Legend Real Deal Promo. “For the 2014 edition, Legend Extra Stout National Consumer Promotion is bigger and better. This time around, beginning from the 7th day of April till 7th day of June, 2014, Legend is taking 30 drinkers of Legend to Dubai to shop for gift items worth up to a million naira each in an all-expense–paid trip. The 30 lucky winners will emerge through series of transparent raffle draws that would be held at different locations across the country in the course of the promotion. All you need to do is to buy a bottle of Legend Extra Stout, text your NAME, AREA and the code under the crown to 31077 to participate in a raffle draw. In addition, the Legend brand is set to give out Airtime worth of N300, 000,000 Naira. All you need to do to qualify, just buy a bottle of Legend Big or small, and check under the crown cork, text the code under the crown via SMS to31077 to get Instant N200 Airtime of your choice”.

The first edition of the National Consumer Promotion which was held in 2012 rewarded thousands of consumers with fantastic prizes. In 2013, the brand took the consumer appreciation scheme a notch higher. Twenty five lucky consumers were flown to Dubai in the United Arab Emirates for an all-expense paid weekend. And while they were in Dubai, they each shopped for items worth up to one million naira in value, in one of the biggest shopping malls in Dubai.

The launch attracted a huge turnout from loyal consumers of the brand, celebrities and the media. Sound Sultan, Bovi and DJ Exclusive were among guests at the event which was compered by Gordons and featured a choreographic performance by Spanfest, chronicling the story of Legend Extra Stout in the Nigerian market. Grammy award nominee, Femi Kuti also led a five-star performance with his band to bring the night to a close.

About Nigerian Breweries PLC:
A member of the HEINEKEN Group, Nigerian Breweries Plc is the pioneer and largest brewing company in Nigeria. Incorporated in 1946 as "Nigerian Brewery Limited", the company made history in June 1949 when the first bottle of STAR lager beer rolled out of its Lagos brewery bottling line. Today, it has a rich portfolio of 19 high-quality brands (such as Heineken, Desperados, Maltina, Life, Amstel Malta, Gulder, Fayrouz and Legend) produced from 9 breweries and 2 malting plants which are distributed nationwide. Nigerian Breweries is also a recipient of several awards and recognition in other areas of its operations including product quality, marketing excellence, productivity and innovation, health and safety, corporate social responsibility, and sustainability. To learn more, visit the Nigerian Breweries website:



Sade Morgan
Corporate Affairs Director



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