Nigerian Breweries Plc has introduced a new empowerment program, EDGE (Empowerment to Drive Growth & Excellence), aimed at enhancing the business skills of its retail customers and sub-distributors across Nigeria. The initiative will reach 360 high-value retail outlets and sub-distributors in 12 regions, providing training designed to support long-term business success.
Uzodinma Odenigbo, Corporate Affairs Director at Nigerian Breweries Plc, said, “We are taking a proactive step to reinforce customer relationships and ensure business continuity in our value chain. Building the entrepreneurial capacity of our customers is not just a goodwill gesture, it is a strategic imperative. When our customers grow, we grow. However, this program is designed to ensure that both our partners and our business are future-proofed for success.”
Emmanuel Oriakhi, Sales Director at Nigerian Breweries Plc, highlighted the importance of the EDGE program: “Our retail partners and sub-distributors are the backbone of our route-to-market strategy. EDGE is not just a training initiative. It’s an investment in our customers’ growth and in the long-term resilience of our business. By strengthening their capabilities, we’re helping them unlock new levels of performance and profitability in an increasingly dynamic market.”
The training combines classroom sessions with virtual modules and practical activities tailored to Nigeria’s beer market environment. Alongside focusing on key areas such as inventory management, financial literacy, customer relationship management, digital sales, and business ethics, the program also aims to boost the presence of two major brands—Life Lager in the South-East and Goldberg Lager in the South-West.
The EDGE program will continue until Customer Service Week from October 6 to 10, 2025. During this period, Nigerian Breweries will highlight participants’ achievements through national rewards programs, regional events, showcases of successful stories, and a special “Day with the MD” for top-performing customers.
Nigerian Breweries Plc is recognized as Nigeria’s first and largest brewing company. Established in 1946 as “Nigerian Brewery Limited,” it now operates nine breweries nationwide with a portfolio including brands such as Heineken, Desperados, Maltina, Life Lager, Amstel Malta, Gulder, Fayrouz, and Legend. More information can be found on their website: https://www.nbplc.com/.
The company has received several awards for product quality and other aspects like marketing excellence and sustainability.