Firm commends media’s role in marketing at Ariya night

Despite criticism from the government, makers of Valetta, Chapeau, Bull Dark Rum, Eagle Aromatic Schnapps, Chelsea Dry Gin, Intercontinental Distillers Limited (IDL), has commended the Nigerian media in brand promotion and reputation marketing in the midst of economic downturn all through last year.

IDL was founded in 1749 when two Italians, Justerini and Brooks, came together to form a wine and spirit business, which they called J&B.

While speaking on behalf of IDL at the maiden edition of Arriya night held in Ikeja, Lagos, Head Consultant, PR Distinction, Alero Edun, said, “The media stood by us in the out-gone year and helped us in the promotion of our brand. We hope that this coming together will cement our relationships.

This event was arranged to thank the Nigerian media for its support over the years.

This is the first time we are having this kind of gathering. Because we know the importance of the media, so, just like Oliver Twist, this is a New Year and we expect this corporation to continue.”

J&B went through a series of acquisition and ownership change until it became what was known as International Distillers & Vintners (IDV), which itself was the spirit division of the then Grand Metropolitan Plc of the United Kingdom.

Its strategy to refocus her business, with a view to capture the international market, gave rise to the incorporation of International Distillers Nigeria Limited (IDNL) in1983.

International Distillers Nigeria Limited (IDNL) as it then was, commenced production in 1984 with Eagle Aromatic Schnapps on a manual line.

The staff strength then was 53, of which three were expatriates.

Today, IDL produces and markets leading products such as Eagle Aromatic Schnapps, Chelsea London Dry Gin, Squadron Dark Rum, Bull London Dry Gin, Bull Dark Rum, Action Bitters, Confam Bitters, DeROK Cafe Liqueur, DeROK Chocolate Flavoured Liqueur, Commodore Aromatic Schnapps, Chapeau Wine, and Valetta Fruit Wine.