Clone the Nigerian Beer: Orijin

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uzomad

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Orijin: The Brand That Came, Saw and Conquered
By Temidayo Badmus

Few years back, consumers of alcohol preferred local herbal concoctions in the name of bitters to well brewed alcoholic beer of international standard. The age-long tradition of beer consumption was on its way out of fashion. This is because consumers of bitters believe that it contains body purifiers, anti-malaria components and ingredients that strengthen the virility of men.

Big brands were struggling for sales and manufacturers of smaller beer brands were closing business due to drastic drop in sales. Manufacturers of the local herbal contents were smiling to the banks on a daily basis. There was serious crisis in the marketing of most beer brands. Many big brands in the alcohol business battles with branding and rebranding of various new products while ‘herbalists’ who have taken over the alcoholic beverage industry continue to swell in numbers.

However, it took the ‘divine’ intervention of big multinational brand, Guinness to rescue the market from the ‘hoodlums’ who were making swift business from the illegal supply of purported ‘poison’ into the market.

After its entry into the market, the ORIJIN brand which registered the Orijin word and its associated logos as trademark, took the industry by storm, sending the dominant products out of the market and making an instant impact in the alcoholic beverage market.

Before Orijin’s arrival mid last year, there have been products like Alomo Bitters, Kerewa, Kogbebe, Ibile, Durosoke, Dadubule, Action Bitters, Koboko, Ogidigba, Pasa Bitters, Osomo among others. Despite initial fears over the hygiene level of the products and the composition, their usual sex energy boosting appeal continues to lure customers to patronize them in mass.

There is hardly any of these products aside the pioneering ones like Alomo Bitters and its rivals like Pasa and Action Bitters that did not enter the market advertising the products’ ability to enhance sexual performances. It proved right the old saying that ‘sex sells’.

Unfortunately, the major ingredients in these products are ethanol, caffeine and hemp in different proportions. Also common in some of them is a dark substance called ‘muru’ from northern Nigeria. The substance mainly used in the treatment of pile in that part of the country is the main reason for the bitter taste of some of these products. The combination of ethanol and hemp in most of them is why they are highly intoxicating.

The rate at which some of the ingredients are used determines how well they stimulates sex organs and giving the users that temporary and deadly sex energy required to satisfy their sexual urge.

So many health organizations have warned against the use of these products, questioning their sources, hygiene and compositions. However, coming from an international company of repute, Guiness Nigeria Plc stormed the market with arguably the biggest brand in the alcoholic beverage markets. The brand did not only come to silence competitors in the bitters market, it also has a beer under the same Orijin brand to satisfy both the bitters and beer consumers using the Orijin brand.

Orijin is available in 30cl and 75cl bottles, for N500 to N700 and N 300 to N 1000 respectively.
Guinness Nigeria Plc describes Orijin as an alcoholic blend with the flavours of African herbs and fruits combined to give a refreshing bitter – sweet taste, which can be enjoyed chilled, straight from the bottle.

Orijin Bitters is described as a unique bittersweet spirit blended with the flavours of specially selected African herbs and fruits, combined to give bitter-sweet taste.

Unlike the products in the market before Orijin, the brand makers were bold enough to introduce to introduce the product revealing its ingredients on the bottle in line with international best practice.

According to makers, Orijin is made with neutral spirits, sugar, citric acids, trisodium citrate, caramel extracts, naartire, chamomile, thyme, cinnamon and orange. The product comes with 6.0 percent alcohol volume.

The Orijin beer also comes in similar composition with the addition of carbonated water, sodium benzoate, herbal and fruits. As far as the markets is concern today, the two products coming in different sizes leads the bear and liquor market with its successful entry into the market about a year ago.

Consumers have come to trust the quality and the hygiene standard of Guiness and the product became an instant hit.

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