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Wilfort Dark Ale: A Brand With Nine Lives? Wilfort was first introduced into the Nigerian market in 1991 as the premier Ale brand in the country. Ales come in light or dark colours but Wilfort is indeed proudly dark Ale. It's current billboard message however reveals that it is not only black, it is also bold. The Marketing gurus at Sona Breweries Plc, producers of the brand after an initial false start due to the unwholesome operating environment as a result of the political crises of the early nineties went back to the drawing board and re-strategised on how to reposition the brand and win the ever sensitive and discerning Nigerian consumers. Well, it appears 2 years after their re-entry the brand: Wilfort Dark Ale has not only come to stay, it has come to win its own loyalists. According to a reliable top management source Wilfort Dark Ale is growing exponentially on its select target market. He says the brand's tag-line ".... In a world of its own" is not only apt, it is the reality as there is no other drink like Wilfort in the Nigerian Market. Little wonder therefore the brand exceeded its targets for year 2003 by over 100%. With branding support from the young but fast rising Surulere-based HQSC, it would seem that Wilfort Dark Ale is set for a meteoric rise in all performance indices. Nnanke Harry Willie HQSC's Chief Executive Officer has indicated that most of the brand's plans cannot be revealed at the moment for strategic reason but he avers that Nigerians will be hooked on Wilfort not just for its intrinsic superior quality but because it will fulfill the broad spectrum aspirations and expectations of the consumers for a world-class premium brand. He adds that Nigerians deserve a brand like Wilfort and Wilfort they will surely get. The two most outstanding distributors of Sona Breweries Plc recently received 2 brand new Wilfort-branded KIA Executive RIO Cars for their contributions to the impressive growth of not only the brand but also other brands on the stable of Sona Breweries Plc. Wilfort Dark Ale is a Brewed Alcoholic beverage variant. It is neither Lager beer nor Stout. How does it taste? Well if you have not tried it yet you now have the opportunity to do so and find out just how black and bold Wilfort really is. Its sure a brand with nine lives. Who Are We ? | About THISDAYOnLine.com | THISDAY People | Contact Us © Copyright 2000 Leaders & Company Limited

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