Nigerian Breweries rolled out the Stella brand earlier this month

Nigerian Breweries rolled out the Stella brand earlier this month

Heineken-controlled Nigerian Breweries has launched a lager called Stella in its domestic market.

The company said earlier this month that Stella Lager Beer is aimed at the country's younger consumers. The brand retails in the country in line with "other existing premium lager".

"The Stella Lager brand is what many would refer to as 'cool'," said Nigerian Breweries' marketing director, Franco Maria Maggi. "It is targeted at young, confident Nigerians who feel comfortable in their own skins."

Maggi said the brand had been launched to Nigerian Breweries' "millions of customers".

When contacted by just-drinks, Anheuser-Busch InBev, which owns the Stella Artois brand, declined to comment on the Nigerian launch. 

Last week, Nigerian Breweries appointed a permanent CEO. Jordi Borrut Bel, currently MD of Heineken's Burundi subsidiary Brarudi, will assume the position on 22 January. Borrut Bel succeeds interim CEO Johan Doyer, who took up the post in May. Doyer was handed the role after the previous incumbent, Nicolaas Vervelde, resigned to take up a new position within the Heineken group.

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