Nigerian Breweries Plc has introduced its EDGE program (“Empowerment to Drive Growth & Excellence”), a comprehensive training initiative designed to strengthen its nationwide distribution network. The program will equip 360 high-value retailers and sub-distributors across 12 regions with essential business skills for sustainable growth.
Program Highlights:
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360 beneficiaries selected from key retail outlets and sub-distributors
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12 regional markets covered in the nationwide rollout
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Hybrid training model combining in-person sessions, virtual modules, and practical activities
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Curriculum focuses on inventory management, financial literacy, CRM, digital sales, and business ethics
Strategic Business Investment
Corporate Affairs Director Uzodinma Odenigbo emphasized the program’s dual benefit: “This isn’t just corporate social responsibility – it’s strategic business continuity. When our distribution partners grow, we grow together. EDGE future-proofs our entire value chain.”
Sales Director Emmanuel Oriakhi added: “Our retailers are the backbone of our route-to-market strategy. By enhancing their capabilities, we’re investing in the long-term resilience of our shared business ecosystem.”
Regional Brand Boost
The initiative also serves to strengthen two of Nigerian Breweries’ flagship brands:
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Life Lager in the South-East region
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Goldberg Lager in the South-West region
Recognition & Rewards
The program culminates during Customer Service Week (October 6-10, 2025), featuring:
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National awards for top performers
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Regional celebration events
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Success story showcases
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Exclusive “Day with the MD” for the top 15 participants
Industry Context
The EDGE program launches as Nigeria’s beverage market becomes increasingly competitive, with retailers facing growing challenges in inventory management, digital transformation, and customer retention. Nigerian Breweries’ investment in partner development represents a proactive approach to maintaining market leadership.
