SOLIBRA launched the international premium beer "Corona Extra," produced by ABInBev, with a major marketing campaign on Friday, August 30, 2024, in Abidjan.
This new brand, which strengthens SOLIBRA's premium range consisting of Beaufort Lager, Guinness, Castel, Budweiser, and Sombreros, is the fifth best-selling beer in the world.
Beer consumption in Côte d'Ivoire is among the highest in Africa. It is also one of the sectors that invests the most in advertising, both on television and in outdoor advertising.
This market is also highly competitive, as SOLIBRA, which belongs to the CASTEL group and enjoyed a virtual monopoly until 2016, now faces competition from BRASSIVOIRE (a joint venture between Heineken and CFAO).
The successful launch of Bière Ivoire in 2017 led SOLIBRA to completely overhaul its brand strategy in 2018. See File
According to the FIELDPRO/ADWEKNOW 2023 brand observatory, while SOLIBRA brands retain their historical advantage, Brassivoire Group brands are now also among the best known and most appreciated brands.
The most popular brands in Ivory Coast
CHILL (Solibra) 64%
BEAUFORT (Solibra) 60%
BOCK (Solibra) 60%
IVOIRE (Brassivoire) 55%
HEINEKEN (Brassivoire) 55%
Source: FIELDPRO/ADWEKNOW Brand Observatory
Another study conducted by SAGACI Research ranks brands based on the question, "Which brands would you recommend to a friend?"
Here too, of course, we find brands marketed by both SOLIBRA and BRASSIVOIRE, but what is particularly striking is the very high scores, which demonstrate the public's interest in this sector and the significant work done by brands to enhance their image.
NB: Ivoire beer is not in the TOP 10 but comes just after with a score of 59%.