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“Ace Desire” May Fail-Brand Experts




 International acclaimed brand experts have concluded that “Ace Desire”, a new alcoholic brand recently launched into the market by Nigerian Breweries Plc (NB Plc) may fail.


This conclusion was reached following an analysis by renowned international consulting firms, Booz & Company and Doblin Group.


With headquarters in New York, Booz & Company has 75 of the world’s 100 largest companies as clients.


According to Booz & Company, 66 percent of new products fail within two years despite increasing number of products.

Zobo Drink 2


Doblin Group, on its part posited that 96 percent of all innovations fail to return their cost of capital.

Based on this analysis, industry experts have concluded that it is safe to say that Ace Desire might not only fail, but NB Plc might run into a loss with its investment in the new brand.



Described as a Zobo-flavoured drink, Ace Desire is a blend of local Zobo derived from extracts of Hibiscus leaves blended with alcohol.


There have however been insinuations from bar owners and consumers of alcoholic brands that Ace Desire might be an addition to the increasing list of struggling brands from NB Plc.


In December 2014, the Ace brand was launched by NB Plc. With the launch of the brand came some product line including Ace Root, Ace Passion and Ace Rhythm.


As soon as the brands hit the market, industry experts and analyst immediately knew that they were competitive brands targeted at breaking the market of already existing products.


Soon, Ace Root became a competitive brand for fast selling Origin in the beer category, while Ace Passion took the fight to Snapp.


In the market tussle that ensured, market analyst concluded that both Ace Passion and Ace Root fell short of expectation, as they quickly became alternative brands, selling their bit, but not meeting the dreams and expectations of the brewer. Simply put, rather than break the market, they became tag along brands with other stronger products such as Origin dictating the pace for them to follow.

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This position is confirmed in an article written by Adeola Adejokun and published on the website JALUPON on May 25, 2016.


In the website’s ‘Brand Intelligence’ segment, Adejokun,0is quoted as saying that “Officially, Orijin is Nigeria’s bestselling alcoholic beverage.”

The article went on to say that if the equivalent of England-based catalogue, “The Millionaires’ Club” that ranks brands, liquors and spirits were to be in existence in Nigeria today, the Club would have continuously rated Orijin as Nigeria’s bestselling liquor brand.

Origin’s leadership position was also confirmed in a recent Renaissance Capital (RenCap) research distilled from engagement with bitters vendors and liquor distributors.

Notable Abuja-based alcoholic liquor distributor, Chief Edmund Okafor, Chief Executive Officer (CEO), Eddinho Nigeria Limited, also affirms the market leadership of Orijin. “Orijin is a sensation in the alcoholic beverage distribution value chain. It is fast-selling and we always play catch-up to meet the demand for the brand. I believe Guinness Nigeria is reaping the reward for consistency in delivery of quality products. Clearly, the high quality of Orijin has also endeared it to Nigerians irrespective of class and status. Nigerians love quality,” said Edmund.

It is not a fallacy to hear fun seeker demanding for the beer version of Origin, but settling for Ace Root due to the fact that their original brand has been exhausted. Sometimes, friend would rather move on to another bar than settle for Ace Root in the absence of Origin beer, Ola a bar tender in Genesis Bar, Abowaba Street, Oke-Ira said during a chat with


Associated criticisms surrounding Ace Root include complains of the brand causing pile and sometimes leading to stooling, he further said.

Reactions on website Nairaland when Ace Rot was launched include: “Nigerian Breweries and copy copy.. Smh…”This is according to the handle ‘Koko A.’ Gbesuen on his part said “Stop drinking poison, stop fake analysis, Nigerian breweries has never come out with any innovation, they copy copy. U cannot compare orijin with their ace root, the sugar content is not more than what is permisibke in the ready to drink sector of beer,and adding more alcohol to make 6% will only endangered Ur life,about the price ,u can’t compare an international acclaimed drink with a local beer, d price shows a great value and even at that price orijin customers knows what they want. The best always Orijin for orijinality. I rep orijin”


In a Vox Pop conducted by, Nimota Olayiwola said “We all know Zobo to be natural and medicinal. At what level did it become an alcoholic drink?”.

“We need to be careful with what we drink especially in this era of failed liver and collapsing kidney. There are all sorts of alcoholic drinks and yet people are still bastardizing the little natural ones left,” said Akin Oyelaja when asked which he would prefer between an alcoholic Zobo drink and the typical local brew.


Marketing Director, Nigerian Breweries Plc, Mr. Franco Maria Maggi, however doesn’t share these health sentiments, as he describes Ace Desire as “a sophisticated blend of spirit and Hibiscus leaves.”

His point might have been confirmed by nutritional biochemist, Dr. Ochuko Erukainure who highlighted the benefits of Zobo as many.

According to him, “consumption of zobo drink is very effective in the management of hypertension due to its anti-hypertensive properties.

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Erukainure, who is a senior research officer with the Federal Institute of Industrial Research, Oshodi, Lagos State, also said that zobo helps in reducing cholesterol level, high blood pressure, and constipation in the human system. It contains between 15 per cent and 30 per cent organic acids such as citric acid, maleic acid, and tartaric acid.


These qualities however are believed to be attributed to unadulterated and natural zobo drink.

An article on website Naij titled ‘zobo drink and fertility does it work?’ highlights the negative implications of Zobo drink as thus “It isn’t as helpful for pregnant as it is beneficial for common men and women. It is true due to the fact that drinking Zobo while pregnancy can influence your blood stream and bring about menstruation which is a direct way to abortion. What’s more, it isn’t recommended to taste it during breastfeeding. “

Repeat purchase has been confirmed as the secret to every successful brand. Time will however tell if there will be a success story to Ace Desire.



Additional Information: Naij, Punch, Nairaland,






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