At the 80th Pre-Annual General Meeting (Pre-AGM) media briefing of Nigerian Breweries Plc held at Sheraton Hotels and Towers, Managing Director and Chief Executive Officer, Thibaut Boidin, delivered a sweeping review of the company’s performance, declaring 2025 a defining turnaround year driven by brand strength, innovation, and organizational resilience.
Addressing journalists, Boidin framed the company’s strategy beyond financial performance, emphasizing the emotional connection between its products and consumers.
“We sell experiences. We create moments of togetherness through our brands,” he said, setting the tone for a presentation that underscored the central role of brand equity in the company’s recovery.
Brand Portfolio Fuels Growth Momentum
Boidin described Nigerian Breweries’ portfolio as one of the strongest in the country, combining internationally recognized brands with deeply rooted local offerings.
He spotlighted Heineken as the company’s flagship, noting that it remains Nigeria’s most powerful beer brand, recording a 13 percent growth in 2025. He attributed this performance to consistent quality, strong consumer engagement, and innovative product offerings, including the successful launch of a new 45cl bottle designed to bring the brand closer to consumers.
The company also recorded significant traction in the flavored beer segment, which grew by 22 percent, driven largely by its appeal to younger consumers, particularly Gen Z. According to Boidin, this segment plays a strategic role in attracting new drinkers into the beer category.
International brand Tiger was also highlighted for its strong presence in Eastern Nigeria, with plans underway to reposition and further strengthen its market footprint.
Local Brands Anchor Market Leadership
While global brands continue to thrive, Boidin emphasized the critical importance of local brands in driving volume and sustaining cultural relevance.
Brands such as Goldberg and Life were identified as key contributors to sales volumes, particularly across Western and Eastern Nigeria. Despite facing pressure from reduced consumer purchasing power, these brands showed resilience, supported by targeted activations and seasonal campaigns towards the end of 2025 and during Easter celebrations.
Rising Competitiveness in Stout Segment
In the stout category, where competition remains intense, Boidin pointed to the remarkable growth of Legend, which expanded by 20 percent in 2025.
He noted that the brand has rapidly closed the gap with market leaders, driven by a compelling value proposition that combines quality and affordability. The company is optimistic that Legend could soon challenge for the top position in the segment.
Maltina Strengthens Non-Alcoholic Segment
Boidin also highlighted the strong performance of Maltina, describing it as a flagship product in the company’s non-alcoholic portfolio.
He emphasized its broad consumer appeal across age groups and its nutritional value, noting that a single bottle provides significant calcium and vitamin content comparable to half a glass of milk. Maltina recorded a 6 percent growth in 2025, further consolidating its leadership position in the malt drink category.
Strategic Expansion and Integration
The CEO also referenced the integration of a newly acquired portfolio, which has enabled Nigerian Breweries to expand into new product categories. While operations are still partly managed separately to maintain momentum, Boidin confirmed that key synergies have already been realized.
Financial Recovery and Market Share Gains
Reflecting on overall performance, Boidin described 2025 as a “turnaround year in all dimensions,” marking a strong recovery from the economic and operational challenges of previous years.
He revealed that the company not only returned to strong financial footing but also gained market share across multiple segments, strengthened its brand power, and improved margins through disciplined cost management and strategic innovation.
“We are winning across categories—lager, stout—and our brands are becoming stronger,” he said.
Managing Volatility with Strategic Focus
Looking ahead, Boidin acknowledged that macroeconomic volatility will remain a key challenge. However, he expressed confidence in the company’s preparedness, citing extensive scenario planning and a sharper focus on strategic priorities.
According to him, Nigerian Breweries has become more deliberate in resource allocation, with clear investment priorities and a strong alignment across teams and partners.
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Dividend Pause Amid Consolidation Efforts
Despite the improved financial performance, Boidin confirmed that the company will not declare dividends for the 2025 financial year.
He explained that while the recovery is significant, the company is focused on consolidating gains and strengthening its financial position in a still-uncertain economic environment.
Workforce Drives Turnaround Success
In a strong endorsement of the company’s human capital, Boidin credited employees for their role in navigating the crisis and delivering a rapid turnaround.
He described Nigerian Breweries’ workforce as exceptional, highlighting their resilience, adaptability, and commitment. Despite economic pressures, employee engagement levels improved, contributing to the company’s recognition as a top employer in Nigeria and across Africa.
Positioned for Sustained Growth
Boidin concluded by reaffirming that Nigerian Breweries is not only financially and commercially stronger but also more focused and strategically aligned for future growth.
With a revitalized brand portfolio, strengthened operational discipline, and a highly motivated workforce, the company is poised to build on its 2025 recovery and sustain its leadership in Nigeria’s beverage industry.
“2025 was a turnaround year. Now, we are fully mobilized to continue winning in the market,” he said.
Nigerian Breweries CEO Thibaut Boidin says 2025 marked a major turnaround for the company, driven by strong brand performance, market share gains, and strategic focus, despite ongoing economic volatility.
NB Plc CEO Thibaut Boidin highlights how brand strength, innovation, and workforce resilience powered Nigerian Breweries’ 2025 turnaround, positioning the company for sustained growth.
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