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The ability to innovate is one of the drivers of economic growth for Namibia and a key element of NBL’s culture. It is also at the core of NBL’s partnership with its customers and consumers. The Group’s vision and purpose statement emphasises the ability of creating a future and enhancing life, supported by the strategic objective of Everyone Purposefully Producing Breakthrough Everywhere.
New products, packaging and launches are also measured against the aim of Amazing Experiences, Enduring impact.
NBL’s previous consumer segmentation model was done in 2005. Following the recently published results of the 2011 census, a review and overhaul of the NBL consumer profiles were initiated. Whereas the previous profiles were predominantly based on demographics, motivational factors were included in the new version. This offers insights into shifting trends and provides options for further subdivision of segments, which drives and motivates innovation decisions and investment.
During the year NBL entered into a partnership with Stellenbrau, a Stellenbosch-based craft brewer, thereby strengthening NBL’s association with a craft-style beer positioning. The partnership includes a co‑packing and production arrangement which allows NBL to expand its portfolio into this new segment.
The innovation highlight for the year was the launch of King Lager in October 2015. King Lager is Namibia’s first beer brand containing home grown barley. The name ‘King’ was inspired by the quality and attributes of Namibians and symbolises respect, royalty, dignity and class.
Read more about home grown barley.
New editions to bolster the non-alcoholic portfolio
- Vigo, the premium malt-based cooler, introduced Vigo Lite to offer choices to consumers looking for a less sweet variant and also meet the ever growing trend towards healthier options.
- McKane Lemonade was introduced to meet consumer requests for more options and, more specifically, for mixer friendly liquids.
Innovation activity in the beer category included:
- Heineken’s brand, Amstel Lite, officially launched in Namibia in July 2015, as part of NBL’s portfolio.
- Windhoek Lager renovated its packaging to support and further drive its premium positioning. The upgrade includes contemporary single serve packs, a new bottle shape for Windhoek Lager and Windhoek Light, as well as new clear plastic labels and a can for Windhoek Light.
- New packaging was introduced for Tafel Lager to reinforce the national pride that Namibians have for their ‘home grown’ product. It also supports the brand’s market leader status by ensuring Tafel Lager remains at the forefront of beer packaging in the mainstream segment in Namibia. Tafel Lager has to defend its market share and NBL’s earnings ambitions by remaining relevant to consumers.
- In line with worldwide health trends and the growth of the Lite beer category, NBL has launched Tafel Lite which has 27% less carbohydrates than Tafel Lager.
