Intercontinental Distillers Limited (IDL), a prominent alcoholic beverage company, introduced an exhilarating consumer experience with the relaunch of its Teezers brand at the 2023 edition of the company’s annual distributors awards. This event, designed to acknowledge exceptional performance and brand loyalty, has been a driving force behind the company’s sustained growth.
The prestigious Radisson Blu Hotel in Lagos hosted the event, gathering distributors who, despite economic volatility, demonstrated remarkable strides in turnover. In his commendation of the distributors and reflecting on the event’s theme, “Beyond Limits,” Engr. Patrick Anegbe, the Managing Director of IDL, emphasized its focus on rewarding excellence and innovation amid current economic challenges.
Engr. Anegbe reiterated IDL’s unwavering commitment to cultivating mutually beneficial relationships with distributors. He emphasized the company’s dedication to inspiring brand loyalty through strategic initiatives and the deployment of solutions to enhance operational efficiencies in navigating economic challenges.
During the awards ceremony, Engr. Anegbe expressed delight in welcoming attendees, acknowledging their outstanding performance in 2022 despite the challenging business environment. The theme, “Beyond Limits,” encapsulates the collective journey of surpassing boundaries and achieving new heights. Distributors were praised for their dedication and unwavering commitment, seen as instrumental in uplifting the business to new levels of excellence.
The theme also alluded to experiencing products that exceed expectations and exploring sales opportunities for both successful and new brands.
His words: “Today, we embrace the theme, Beyond Limits which perfectly reflects our collective journey of surpassing boundaries and pushing ourselves to new heights. Each and every one of you, have steadfastly navigated through challenges and persevere in the midst of adversity. Your dedication and unwavering commitment have uplifted our business to new levels of excellence. To be more specific, the theme beyond limits, to you our distributors implies experiencing products that go beyond your expectations. Experiencing opportunities in sales for both successful and new brands for the growth and success of your business and for us in IDL”.
Mr. Hope Gbagi, Head of Sales, conveyed optimism for the future while recognizing the tireless efforts of distributors. He congratulated those invited to the ceremony, anticipating even greater years ahead for the company. He emphasized the event’s dual purpose, providing a break from daily routines and unveiling the relaunch of one of the company’s great brands.
“Those of you that have been invited to this ceremony, deserves a big congratulations for the impressive performance last year. As a company, we have no doubt that the years ahead will even be greater and better for all of us. This ceremony also presents us a unique opportunity to pull you of your daily routine of buying and selling to a beautiful atmosphere to unwind and relax. By this idea, contributing our quota in improving your mental health. Today’s event is a double edged one as one of our great brands will be relaunched” he said.
Speaking on the Teezers relaunch, Mr. Mobolaji Alalade, Head of Marketing, unveiled exciting variants aimed at creating a thrilling experience for consumers and disrupting the cocktail category. Recognizing the youthful population’s yearning for more fun options, IDL, armed with research and consumer feedback, revamped the brand, adding two exciting variants to redefine the category.
His words: “The highly youthful Nigeria population have been yearning for more fun options. IDL equipped with research findings and consumer feedback rose up to the challenge of closing the gap and has now redefined the category with these two new exciting additions as well as the revamp.
“Consequently, the relaunch of its existing variant and exciting two new additions – Teezers Orange Flavour for those who love the citrus refreshing flavour and the source of energy which the vibrant colour gives, while the Teezers Lemon and Ginger Flavour non-alcoholic for those who do not drink and for children. These new offerings make sure that no one is left out,” he added.
The highlight of the event was the award ceremony, where distributors were not only recognized but also rewarded with monetary incentives and other exciting gifts. The overall atmosphere reflected a celebration of success, commitment, and innovation in the face of economic challenges.
