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NB Rebrands Gulder for Positioning

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  • NB Rebrands Gulder for Positioning

As part of its efforts at repositioning the Gulder brand for growth in the market place in the face of searing competition, Nigerian Breweries Plc, has rework the neck, back and front labels of the Gulder brand to be more in tune with the aspirations and desire of the youth market segment.

Coming bolder and more daring, the label which presents a simpler and more appealing look and feel lends itself to youthful look and modernity in its various presentations.

Gulder, respected for its unique flavour and taste, was first launched in a brown bottle with a unique label design over four decades ago and has gone through a couple of modernization processes to keep with the times as the labels and bottle designs have been tinkered with a view to appeal better to consumers.

One of the most outstanding and visible part of the current label make-over is Gulder’s strongest brand assets, ‘The Gulder Knight’, which now faces forward, giving the Gulder brand a more progressive outlook. “This change also symbolizes Gulder as the drink of the modern man”.

This one decisive move will also help in disabusing some consumers’ age-old misconceptions which include “Gulder inducing pot belly” and the notion that the brand is for old fellas, however they may be successful in their own rights.

The new design and positioning will allow the leading beer brand to take its daring and ultimate living mantra to another level.

According to the presentation on the new design, the brand’s credo, “Ultimate” will no longer be determined by some macho looking men or strenuous jungle exercises but it will be determined by the loyal consumer of the brand.

In all, he new label is a brilliant combination of the beer’s brand credentials and creative sagacity aiming to change the perception of the non Gulder drinker, from ‘Gulder is the beer for my father’ to ‘Gulder is my beer’, while also giving existing Gulder consumers another reason to be proud of their beer.

Commenting on the new label design, The Portfolio Manager, National Premium Lager, Nigerian Breweries, Olayinka Bakare explained the reason behind the new label and the brand proposition.

“Gulder has always been big on transformation and consumer satisfaction. With the launch of our all new label design, we want to delight our consumers and inspire them to be the best version of themselves as symbolized by every element in the new design. Gulder still maintains its unique taste, but with a better branding which positions it as the beer for the strong hearted, upwardly mobile and daring beer lover.”, Bakare said.

The Gulder beer reworked label design will lead the brand’s onslaught as a staple for the young, bold and courageous Nigerian against ravaging competition posted by brands of lower price points. The design will also lend itself to celebrating the daring and brave spirit of the modern man even as Gulder retains its content make-up – unique flavor, crisp taste and signature look.

To make it up to the consumers, a lot of add-ons special programmes and events will be thrown in as incentives to Gulder consumers as Nigeria’s premium beer brand.

Is the CEO and Founder of Investors King Limited. He is a seasoned foreign exchange research analyst and a published author on Yahoo Finance, Business Insider, Nasdaq, Entrepreneur.com, Investorplace, and other prominent platforms. With over two decades of experience in global financial markets, Olukoya is well-recognized in the industry.

Crude Oil

Oil Prices Surge as Hurricane Threat Looms Over U.S. Gulf Coast

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Oil jumped in Asian trading on Monday as a potential hurricane system approached the U.S. Gulf Coast, and as markets recovered from a selloff following weaker-than-expected U.S. jobs data on Friday.

West Texas Intermediate crude oil rose 72 cents, or 1.06%, to $68.39 a barrel while Brent crude oil was up 71 cents, or 1%, at $71.77 a barrel.

Prices had gained as much as $1 during early Asian trading before pulling back.

Analysts said the bounce was in part a reaction to a potential hurricane in the U.S. Gulf Coast.

A weather system in the southwestern Gulf of Mexico is forecast to become a hurricane before it reaches the northwestern U.S. Gulf Coast, the U.S. National Hurricane Center said on Sunday.

The U.S. Gulf Coast accounts for some 60% of U.S. refining capacity.

“Sentiment recovered somewhat from last week’s selloff,” said independent market analyst Tina Teng.

At the Friday close, Brent had dropped 10% on the week to the lowest level since December 2021, while WTI fell 8% to its lowest close since June 2023 on weak jobs data in the U.S.

A highly anticipated U.S. government jobs report showed nonfarm payrolls increased less than market watchers had expected in August, rising by 142,000, and the July figure was downwardly revised to an increase of 89,000, which was the smallest gain since an outright decline in December 2020.

A decline in the jobless rate points to the Federal Reserve cutting interest rates by just 25 basis points this month rather than a half-point rate cut, analysts said.

Lower interest rates typically increase oil demand by spurring economic growth and making oil cheaper for holders of non-dollar currencies.

But weak demand continued to cap price gains.

The weakness in China is driven by economic slowdown and inventory destocking, Jeff Currie, chief strategy officer of energy pathways at U.S. investment giant Carlyle Group, told the APPEC energy conference in Singapore on Monday.

Refining margins in Asia have slipped to their lowest seasonal levels since 2020 on weak demand from the two largest economies.

Fuel oil exports to the U.S. Gulf Coast fell to the lowest level since January 2019 last month on weaker refining margins.

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Crude Oil

Oil Prices Rebound on OPEC+ Output Delay Talks and U.S. Inventory Drop

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Oil prices made a modest recovery on Thursday on the expectations that OPEC+ may delay planned production increases and the drop in U.S. crude inventories.

Brent crude oil, against which Nigerian oil is priced, rose by 66 cents, or 0.9% to $73.36 per barrel while U.S. West Texas Intermediate (WTI) crude appreciated by 64 cents or 0.9% to $69.84 per barrel.

The rebound in oil prices was a result of the American Petroleum Institute (API) report that revealed that the U.S. crude oil inventories had fallen by a surprising 7.431 million barrels last week, against analysts 1 million barrel decline projection.

The decline signals better than projected demand for the commodity in the United States of America and offers some relief for traders on global demand.

John Evans, an analyst at PVM Oil Associates, attributed the rebound in crude oil prices to the API report.

He said, “There is a pause of breath and light reprieve for oil prices.”

Also, discussions within the Organization of the Petroleum Exporting Countries (OPEC) and its allies, collectively known as OPEC+, are fueling speculation about a potential delay in planned output increases.

The group was initially expected to increase production by 180,000 a day in October 2024.

However, concerns over softening demand in China and potential developments in Libya’s oil production have prompted the group to reconsider its strategy.

Despite the recent rebound, analysts caution that lingering uncertainties around global oil demand may continue to weigh on prices in the near term.

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Energy

Power Generation Surges to 5,313 MW, But Distribution Issues Persist

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Nigeria’s power generation continues to get better under the leadership of President Bola Ahmed Tinubu.

According to the latest statement released by Bolaji Tunji, the media aide to the Minister of Power, Adebayo Adelabu, power generation surged to a three-year high of 5,313 megawatts (MW).

“The national grid on Monday hit a record high of 5,313MW, a record high in the last three years,” the statement disclosed.

Reacting to this, the Minister of Power, Adebayo Adelabu, called on power distribution companies to take more energy to prevent grid collapse as the grid’s frequency drops when power is produced and not picked by the Discos.

He added that efforts would be made to encourage industries to purchase bulk energy.

However, a top official of one of the Discos was quoted as saying that the power companies were finding it difficult to pick the extra energy produced by generation companies because they were not happy with the tariff on other bands apart from Band A.

“As it is now, we are operating at a loss. Yes, they supply more power but this problem could be solved with improved tariff for the other bands and more meter penetration to recover the cost,” the Disco official, who pleaded not to be named due to lack of authorisation to speak on the matter, said.

On Saturday, the ministry said power generation that peaked at 5,170MW was ramped down by 1,400MW due to Discos’ energy rejection.

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