CONSOLIDATED Breweries plc. has rewarded its outstanding trade customers for their impressive performance in 2008, which resulted in a good financial result for the company. Consolidated Breweries is the brewer of “33” Export lager beer, Hi-Malt and Turbo King Dark Ale, Consolidated’s General Manager, (Commercial) Philippe El-Bez, reviewed the great year of 2008 at the 2009 Customers’ Award Night held in Lagos state recently.
According to him: “The successful quality upgrade and re-launch of both “33” export and Hi- Malt in 2006 started an amazing rise in  market share for three consecutive years and the momentum has not stopped,” adding that, “With the introduction of Turbo King Dark Ale in 2007, the portfolio now dominates the savings segment of the beer market in Nigeria.”
“All our brands are leading in the savings segment, they are looking upwards, not downwards , “33” Export is now the third largest lager brand in the country, Hi-Malt on the other hand is leading the savings segment, recording remarkable progress and strongly challenging our competitors in the malt market, ”El-Bez further said, adding:” The success of Turbo King Dark Ale is even more remarkable, it is now the second stout/dark ale brand in the country and even the first in some regional markets.”
Further explaining the rationale for their brands’ success, Regional Commercial Manager, Western Operations, Adejare Yussuf said that one of the key drivers of their success is the fact that by choosing them, Nigerian consumers are smartly accepting the fact that high quality brands offered at a low price, does translate to higher value for money. Said he: “This has been a key strategic pillar for consolidated Breweries Plc, as a Company, to offer high quality products, brewed under strict international standards and controls, offer them at a low price to hardworking Nigerians who expect to get good value for every naira they spend.”
The management announced even greater incentives for its trade customers this year, which put smiles on all faces present.
Even more delightful to the trade customers who are major distributors of the company’s brand products was the fact that they were rewarded with highly valuable prizes such as brand new delivery trucks, credit notes worth millions of Naira and commendation plaques. This year, the top trade customers in each category were rewarded with credit notes.
Prizes were given for the Highest Volume Sold for each brand in the portfolio while the Managing Director’s  prize for ‘Outstanding Growth’ in 2008  was a 3.5  ton, 400 crates  capacity, branded delivery truck which was won by Babkor Ventures from Lagos.
The high point of the Awards Night was the raffle draw in which the star prize was another 3.5 ton 400 crates capacity, brand new delivery truck which was won by Wonder Stores from Ogbomosho. The distributors also won fridges and many other valuable items. 
In 2009, a year that presents more challenges than 2008, extra effort will be made to keep the growth momentum for the benefit of all company  stakeholders and ultimate to satisfy our consumers by providing high quality products at an affordable price,” concluded, Mr. Philippe El- Bez.