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AJEAST launches Big Volt energy drink

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Williams said Big Volt in 65 cl is the largest energy drink in Africa but that it is not the largest in the world as America has 1 litre product but that Nigerians would likely use it as mixer.

Aje Group, a multinational beverage company in Nigeria, has moved into energy drink, with the expectation of creating traction with the same strategy it entered the market with its soft drink products and also compete in terms of price and quantity. The company recently had a boat ride carnival in the Lagos lagoon, as platform to unveil its energy drink, ‘Big Volt’ in 65 centilitre pet bottle. The company’s management is confident that the new energy drink would find space and ready acceptance in the market.

Theo Williams said Big Volt is locally produced, and that consumers would have viable alternative to existing foreign brands, adding, “Big Volt Energy Drink, is part of AJE Nigeria’s aim and objective to pay back to the community and country at large that we have lived in by offering the best value for money that this country has ever seen. The directors and staff of this company have only one objective and that is to serve the soft drink consuming public with a viable alternative.”

He stated that the company was not likely to introduce the product in Can packs because of cost. On why he is confident that Nigerians would appreciate the drink, Williams maintained that it was cost-effective as Nigerians are moving to lower cost but quality products.

Williams said Big Volt in 65 cl is the largest energy drink in Africa but that it is not the largest in the world as America has 1 litre product but that Nigerians would likely use it as mixer.

To push the products to the market and democratise the enjoyment of energy drinks among Nigerians, Williams promised distributors, some of who joined in the boat ride, 20 per cent discount.



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