Guinness Nigeria Plc, a subsidiary of Diageo, has disclosed that in support of the Federal Government’s policy on diversification and local content, it is targeting an increase in local raw material sourcing from 50 per cent to 70 per cent in the next two years.
Disclosing this while renewing the contract with a Nigerian musician, Remilekun Safaru,aka Reminsce, to retain him as the brand ambassador for the Orijin Bitters brand, the Corporate Communications Manager, Guinness Nigeria Plc, Olayinka Edmond, confirmed that the whole Diageo group was looking inwards to source raw materials for all its brands.
Edmond said the contract with Safaru, a local artiste, was another indication of the company’s determination to support the local content policy.
The Brand Manager, Orijin, Gbemileke Otun, stated that the product was a local brand, made from 100 per cent local herbs and other raw materials.
She said, “Orijin Bitters is a truly Nigerian brand, a blend of the traditional and the new in our culture and that is why we have renewed our contract with Reminisce who combines both the modern and traditional themes in his songs.”
Otun added that the artiste’s position as a brand ambassador in the last two years had increased the net worth of the brand adding that successful digital campaigns had been run using Reminisce which had further endeared consumers who are his fans to the brand.