INTERNATIONAL BREWERIES PLC ANNUAL REPORT 2020

2020

ANNUAL REPORT &

FINANCIAL STATEMENTS

TRANSCENDING
ALL ODDS



2020

RAenpnouratl

Innovating to share our
passion for beer

As a consumer-centric company,
we are relentlessly committed
to exploring new products and
opportunities to excite consumers
around the world. We have a
robust innovation pipeline, that
is continually built on Leveraging
technology to better engage with
consumers with focus on a careful
brewing process that goes beyond
what consumers see every day.

Preservatives

We strive for
zero added
preservatives

We are all
brewers

Passion for beer
is our life

Stakeholders Consumer choice

We value and address We respect the
external stakeholder consumer’s desire for
perpectives choice

Transparency Heritage

We believe in We protect the
transparency heritage and integrity
of our brands

Ingredients Sustainability

We only select We preserve our
ingredients that natural resources
meet our standards
Quality
Freshness
We never
Fresh beer tastes compromise on
better quality

Our

10Principles

We Dream Big 01

We are building a profitable growth company.

Great People Deliver 02
And Transform.

Our greatest strength is our people. Great
people grow at the pace of their talents and are
rewarded accordingly.

Diversity 03
04
We recruit, develop and retain people who can
be better than ourselves. We are measured by
the quality and diversity of our teams.

Lead By Example

We are a company of owners. Owners take
results personally and lead by example.

We Embrace Change 05

We are never completely satisfied with our
results.We embrace change, take smart risks and
learn from our mistakes.

We Go Where

Consumers Go 06The consumer is our boss. We go where consumers

go, because that is where growth is.

We Strive 07
To Be The Best

We strive to be the best at serving and partnering
with our customers, who are the gateway to our
consumers.

We Believe In Common

Sense And Simplicity 08

We strive to be the best at serving and partnering
with our customers, who are the gateway to our
consumers.

We Manage 09
Our Costs

We are a company of owners. Owners take results
personally and lead by example.

Our Reputation 10

We are a company of owners. Owners take results
personally and lead by example.

CONTENT CORPORATE INFORMATION PAGE
HISTORY 9
CHAIRMAN’S STATEMENT 12
COMMUNITY SUPPORT 16

BRAND REPORT 20 - 35

BUDWEISER 38 - 39
TROPHY 40 - 45
HERO 46 - 49

THE BOARD 52 - 57
58
THE BOARD
MANAGEMENT TEAM 61 - 72
73
FINANCIAL STATEMENTS 74
75
REPORT OF THE DIRECTORS
CERTIFICATION OF THE AUDITED FINANCIAL 76 -79
STATEMENTS 80
STATEMENT OF DIRECTORS’ RESPONSIBILITIES 81
AUDIT COMMITTEE REPORT 82
INDEPENDENT AUDITOR’S REPORT 83
84
STATEMENT OF PROFIT OR LOSS
85 - 131
STATEMENT OF OTHER COMPREHENSIVE INCOME 132
STATEMENT OF FINANCIAL POSITION
STATEMENT OF CHANGES IN EQUITY 133 - 134
STATEMENT OF CASHFLOWS
NOTES TO THE FINANCIAL STATEMENTS

STATEMENT OF VALUE ADDED

FIVE-YEAR FINANCIAL SUMMARY

ICNOFROPROMRAATTIEON

Company registration number
RC 9632

Chairman Non-executive Director 

HRM Nnaemeka Alfred Achebe, CFR,MNI

Directors Brazilian Executive Director 
Colombian Executive Director 
Mr. Hugo Dias Rocha Nigerian
Mr. Bruno Zambrano Nigerian Executive Director 
Mrs. Tolulope Adedeji Nigerian
HRM Peter Anugwu Nigerian Non-executive Director 
Mr. Sunday Omole Nigerian
Mr. Michael Ajuwku Nigerian Non-executive Director 
Ms. Abiye Tobin-West American
Mr. Olugbenga Awomolo American Non-executive Director 
Mr. Andrew Scott Murray
Mr. Richard Rivett-Carnac Non-executive Director 

Non-executive Director 
Non-executive Director 

Ms. Olutoyin Odulate Nigerian Non-executive Director 

Mr.AndrewWhiting British Indepedent
Non-executive Director 

Non-executiveDirector Appointed with effect from 8 September 2020

Otunba Michael Daramola Nigerian Executive Director  Resigned with effect from 31 March 2020



Company secretary/General Counsel Brewery Plants

Mr. Muyiwa Ayojimi Gateway
Desiderata, Plot 5A, AbujaStreet, Km 3 Shagamu- Abeokuta Expressway,
Banana Island, Lagos Flourgate Industrial Scheme,
Ogun State.
Independent Auditors
Ilesa
PricewaterhouseCoopers Lawrence Omole Way,
Landmark Towers Omi-Asoro, Ilesa
5B, Water Corporation Road Osun State
Victoria Island,
Lagos, Nigeria. Onitsha
SABMiller Drive, Habour Industrail Layout,
Corporate Head Office Onitsha,
Anambra
Desiderata, Plot 5A, AbujaStreet,
Banana Island, Lagos Port Harcourt
186/187 Trans-Amadi Industrial layout,
Sales Office Oginigba, Port Harcourt,
River State
30 Kudirat Abiola way,
Oregun, Ikeja

Email: [email protected]
Website: www.internationalbreweriesplc.com

International Breweries Plc. Notice of Annual General Meeting
of International Breweries Plc

NOTICE IS HEREBY GIVEN that the 44th Annual General Meeting of INTERNATIONAL
BREWERIES PLC will hold at The Wheatbaker, 4 Onitolo Avenue, Ikoyi-Lagos on Thursday 17
June 2021 at 10.00.a.m to consider and if thought fit, pass the following resolutions:
A. ORDINARY BUSINESS

1. To lay/present before the meeting, the report of the Directors, the Statement of Financial
Position as at 31 December 2020, together with the Statement of Comprehensive Income
for the year ended on that date and the Reports thereon of the Independent Auditors and
the Audit Committee.

2. To ratify/re-elect Directors.
3. To authorize the Directors to fix the remuneration of the External Auditors
4. To Disclose the Remuneration of Managers of the Company in line with Section 257 of the

Companies and Allied Matters Act, 2020
5. To elect members of the Audit Committee.
B. SPECIAL BUSINESS
6. To fix the remuneration of Directors.

Dated this 28th Day of April 2021
BY ORDER OF THE BOARD

Muyiwa Ayojimi
Company Secretary/General Counsel
FRC/2013/NBA/00000002667
Plot 5A Abuja Street, Banana Island
Ikoyi-Lagos.

10

Notes

1. Proxy Company Secretary at the registered office
In view of the COVID-19 pandemic, the at least 21 days before the Annual General
restrictions by the Federal and State Meeting.
Government on mass gatherings and in line
with the Guidelines issued by the Corporate 4. Change of Address
Affairs Commission on holding AGMs using Members are requested to notify the Registrar
proxies, attendance at the AGM shall only be of changes, if any, in their registered addresses
by proxy. and/or other details.

Consequently, a member entitled to attend and 5. Unclaimed Dividend
vote at the AGM is advised to select from the Members who are yet to claim their previous
proposed proxies contained in the proxy form. dividend(s) are advised to write to or call at the
A Proxy Form is attached to the Annual Report. office of the Registrars, Apel Capital Registrars,
Shareholders are at liberty to appoint any of 8 Alhaji Bashorun Street, off Norman Williams,
the following persons as their proxies at the S.W. Ikoyi, Lagos. Members are further urged
AGM: to advise the Registrar of any change in their
security records and, open a CSCS account.

I. His Majesty, Nnaemeka Alfred Achebe 6. E-Annual Report
(Board Chairman); The electronic version of the Annual report is
available at www.internationalbreweriesplc.
II. Mr. Bruno Zambrano (Finance Director); com and the Registrar’s website. Shareholders
III. Ms. Olutoyin Odulate (Independent may download the electronic version on the
websites.
Director) and;
IV. Mr. Muyiwa Ayojimi (Company Secretary).

For the Proxy to be valid for the purposes of 7. Live Streaming of the AGM International Breweries Plc.
attending the meeting, it must be completed, The AGM will be streamed live. This will enable
detached and deposited with the Registrars, shareholders and other stakeholders who
Apel Capital Registrars, 8 Alhaji Bashorun will not be attending physically to follow the
Street, off Norman Williams, S.W. Ikoyi, Lagos proceedings. The link for the AGM livestream
or sent by email to: [email protected] would be made available on the Company’s
not later than 40 hours prior to the time of the website at www.internationalbreweriesplc.
meeting. The company shall bear the cost of com and through the Registrar’s platform.
Stamping the proxy forms in accordance with
the Stamp Duties Act 2014. 8. Right to ask questions
In accordance with Rule 19.12 of the Nigerian
2. Closure of Register and Exchange Limited “NGX”, shareholders and
Transfer Books other holders of the Company’s securities
have the right to ask questions not only at the
The Register of Members and Transfer Books meeting but also can do so in writing prior to
will be closed from Monday 31 May 2021 to the meeting. Such questions and or concerns,
Friday 4 June 2021 (both dates inclusive) for arising from the Annual Report and Financial
updating the Register of Members. Statements may be submitted to the office
of the Company Secretary with a copy to
3. Nomination to the the NSE. Shareholders are advised to send
Audit Committee their questions or comments relating to the
Annual Reports and Financial Statements for
In accordance with Section 406 of the the period to [email protected]
Companies and Allied Matters Act, 2020 CAMA, inbev.com for appropriate response.
any member may nominate a Shareholder as
a member of the Audit Committee by giving
notice in writing of such nomination to the

11

Brief History

I nternational Breweries Plc was This increased our production facilities to
incorporated in December 1971 under the 4 breweries: In Osun State - Ilesa, Anambra
name International Breweries Limited. State - Onitsha, Rivers State - Port Harcourt
The Company commenced production of its and recently Gateway brewery in Ogun
flagship product Trophy Lager in December State. The corporate headquarters of the
1978 with an installed capacity of 200,000 Company is located in Lagos. Starting with
hectoliters per annum. In December 1982, just two brands, Trophy Lager and Beta malt,
the Company embarked on an expansion our brand offering now includes Budweiser,
programme. The company was listed on the Hero Lager, Trophy Extra Stout, Castle lite,
floor of the Nigerian Stock Exchange in April Grandmalt, Eagler Lager and Eagle Stout.
1995.

In January 2012 SABMiller entered into a
strategic alliance with the Castel group who
were majority shareholders at the time.

In 2016, AB Inbev acquired SABMiller In 2016, AB Inbev
worldwide and by extension, their stakes acquired SABMiller
in Africa. AB Inbev’s majority shareholding worldwide and by
in Intafact Beverages Limited and Pabod extension, their stakes
Breweries Limited (companies with similar in Africa. AB Inbev’s
objectives) were merged into International majority shareholding
Breweries Plc through a scheme of merger in Intafact Beverages
sanctioned by the Court and Regulatory Limited and Pabod
authorities in order to provide for the Breweries Limited
optimization of efficiencies, leverage on (companies with
economies of scale and shareholder value similar objectives)
creation amongst others. were merged into
International Breweries
Plc







International Breweries Plc. Dear Shareholders, Whilst travel restrictions have
representatives since been relaxed, the other
of regulatory protocols remain in place. Therefore, we
agencies, our are adopting the same arrangements as for
external auditors, last year AGM with a few shareholders and
members of the directors in attendance holding the proxies
Audit Committee, for other shareholders who, however, can
and our directors follow the meeting virtually with the links
and staff, It is my pleasure to welcome provided.First and foremost, I would like
you all to the 44th Annual General to extend our deepest sympathies to
Meeting of our Company, International everyone who has been affected by the
Breweries Plc. challenges of the COVID-19 pandemic,
the EndSARS protests, and the prevailing
About this time last year, we were at the insecurity in several parts of the country.
peak of the COVID-19 Pandemic. As a I also express our sincere gratitude to
result, most shareholders and directors, front lines workers for keeping us healthy
including me, were unable to attend our and safe, particularly the health care
AGM in person owing to the Covid-19 and security personnel. I also personally
protocols on hygiene and safety and the thank our management and staff for their
restrictions on inter-state travel as well as dedication and efforts to ensure business
the number of persons that could meet continuity, and a strong recovery during
physically. this challenging period. On an individual
level, I trust that all of us and our families
are taking personal responsibilities to
keep healthy and safe during this deadly
pandemic.
I will now give an overview of our operating
environment, outline some of our major

16

CSTHAATIERMMEANNT’S

activities during the year and conclude with economic impacts from the EndSARS

our outlook for 2021. protests and insecurity across the country.

Nigeria Economic Outlook Business Performance/Result of the Year

The Nigerian economy was expected to Assessing our financial performance in

grow by 2.1% in 2020. Unfortunately, the 2020, the Company continued to capture

pandemic had led to a reduction in growth the changes in consumer behavior and

by more than 5% points. There was a drop proffered agile strategies to cover the effects

in oil prices, government of the COVID-19 pandemic

revenues and, consequently, and other challenges.

a downward review of the We delivered Net Revenue

nation’s GDP projections. growth of 3.4% in 2020,
despite the COVID-19
Food and beverage We delivered pandemic. Our Gross Profit
Net Revenue increased by 20.9% which
producers, processors, growth of resulted from of a reduction
3.4% in 2020, in production cost and
importers, transporters despite the continued increase in Net
COVID-19 revenue.
and distributors struggled pandemic.

to maintain labor even as

movement restrictions

became tighter. This put Overall, in 2020, we

a great strain on direct- reported a loss for the year

to-consumer relationship of N12.4bn (2019: N27.8bn).

between retailers and brands. This reduction in loss was as a result of

deliberate strategy at costs reduction using

Operating Environment a zero-based budgeting approach, as well

As with many businesses, the Covid-19 as the lower finance cost as a result of the

global pandemic presented significant reduction in overall debt after the rights

challenges to our operations. I am pleased issue in Q1 2020, amongst other strategies.

to report that our Company adapted

well to those challenges. The health and Touching lives in our Communities

safety of our people has been, and always Despite the challenging year, we were quite

will be, our top priority. To best ensure visible in support of the Government in

safety and to minimize the risk of virus fighting the pandemic across several States.

transmission, we implemented a series of Reports of our several donations of medical

preventative health and safety measures consumables, food palliatives and other key

for our employees based on Government initiatives in this regard are contained in

guidance. In particular, we implemented details in this annual report.

rigorous measures such as strict sanitation

practices, workplace capacity and social Amongst other developmental interventions

distancing guidelines, health tracking in our various communities, our rural

and protective equipment. A number of electrification project to address the International Breweries Plc.

the above measures also supported our perennial power supply challenge in Bara

business continuity despite the socio- town, a neighbouring community to our

17

CHAIRMAN’S STATEMENT

Gateway plant, has helped to improve the Our Company should stay resilient in
heath, living conditions and livelihood of the evolving conditions and the possible
over 1,000 direct and indirect beneficiaries lingering uncertainty ahead. We will
of that community. continue to strengthen our market
position through diversified development
Our Company will continue to touch lives and optimization of our corporate
in the areas of our operation and beyond strategy. We will stay committed to
with improved activities and programs. achieving a sustainable development and
This would crystalize into celebrating our uplifting our product quality to maintain
heritage of bringing people together for our competitive edge. We are assured of
the past 50years in Nigeria. the fundamental and proactive business
strategies that have been built with a
The Board strong foothold as we get into a new
I am very pleased to welcome Andrew financial year. Most importantly, we have
Whiting, who brings extensive experience a strong team of talented people with an
to the Board. His appointment as a Non- ownership mindset to leverage our strong
Executive Director will be proposed for brands and assets as we look forward to a
ratification at this AGM. Let me also thank strong recovery.
Otunba Michael Daramola who retired in
the period under review, and wish him the Conclusion
very best in his new location. I would like to express my sincere gratitude
to our shareholders, customers and
In compliance with the provisions of business partners for their valuable trust
Article 45 of the Articles of Association of and support, my fellow directors for their
the Company which requires one third of guidance, and the management and staff
the directors for the time being to retire for their hard work and dedication during
from office, the following Directors: Ms. such a challenging time. Looking ahead,
Olutoyin Odulate, Mr. Andrew Murray and the Company will strive to overcome
Mr. Richard Rivett-Carnac, who were the future challenges, commit to enhance the
longest serving, retired by rotation and value of our business, and explore new
being eligible have offered themselves opportunities with the aim to deliver long-
for re-election in line with the Articles term value to our shareholders.
of Association. Their re- election will be
proposed at this meeting.

International Breweries Plc. Outlook Thank you.
As countries continue to beat back the
pandemic, with the gradual return to full HRM, Nnaemeka Alfred Achebe CFR, mni.
activities, and the roll-out of vaccines, there Obi of Onitsha.
appears to be hope for the recovery of the Chairman of the Board.
global economy, and the manufacturing
and other sectors of the Nigerian economy.

18

OUR 2025 SUSTAINABILITY
STRATEGY ALIGNS WITH THE UN SDGs

17 PARTNERSHIPS 3 GOOD HEALTH
FOR THE GOALS AND WELL-BEING
5 GENDER
13 EQUALITY

CLIMATE
ACTION

12 6

RESPONSIBLE CLEAN WATER
CONSUMPTION AND SANITATION
AND PRODUCTION
7 AFFORDABLE AND
8 CLEAN ENERGY

DECENT WORK AND
ECONOMIC GROWTH

SMART AGRICULTURE WATER STEWARDSHIP CIRCULAR PACKAGING CIRCULAR PACKAGING SMART DRINKING

International Breweries Plc.

19

International Breweries Plc.SCUOPMPMOURNTIITNIGES

GLOBAL BEER RESPONSIBLE DAY
ENHANCING THE QUALITY OF LIFE THROUGH
THE PROVISION OF OPTIMAL HEALTH CARE
COVID-19 SUPPORT & DONATION
NIGERIA @ 60
SMART DRINKING CAMPAIGN
RURAL ELECTRIFICATION
PROJECT IN BARA TOWNSHIP,
OGUN STATE
KICKSTART: PROMOTING ENTREPRENEURSHIP
SHOE BOX CHALLENGE

20

SMART
DRINKING
CAMPAIGN

SPEADING THE MESSAGE OF RESPONSIBLE
DRINKING TO CONSUMERS, COMMUNITIES AND
THE SOCIETY

To further demonstrate its commitment to responsible and spreading the news of
drinking in Nigeria, employees took the message of responsible drinking. Bars were
responsible drinking to consumers, traders and the also visited across the states
public in communities where we operate across the
country. Adopting the global theme, Let’s Champion International Breweries Plc.
Smart Drinking Together At A Distance, employees of
the organisation embarked on the following:

• Smart Drinking Roadshow
In partnership with the Federal Road Safety
Commission (FRSC) and the National Union of
Road Transport Workers (NURTW) to sensitize
hundreds of commercial drivers and other
motorists in designated motor parks across the
nation on the ills of drunk driving. The road shows
reached over 300 commercial bus drivers across,
Lagos, Anambra, Rivers, Ogun and Osun states.

Our Abuja team also joined in making pledges

21

SUPPORTING COMMUNITIES

• Impact and Feedback Impacting
With over 10 million direct and indirect
beneficiaries and millions of naira in memorabilia- 300
face shields-shirts, pledge cards, handbills/fliers
etc, International Breweries raised the bar in Commercial Buses
pushing their Smart Drinking agenda to the public.
We had over 150 employee volunteers. 10,000,000

Smart drinking messages sponsored by People
International Breweries Plc. aired in over 20
radio stations with a cumulative reach of over
21 million listeners across 6 states

This year, International Breweries has renewed its
commitment to promoting smart drinking within
Nigeria.

International Breweries Plc.

22

ETHNEHAQNUCAILNITGY
OF LIFE
OTTHHFEROOPPRUTOGIMHVAISLION
HEALTH CARE

Enhancing the quality of life of International Breweries Plc.
people in our communities via the
prevention, diagnosis, treatment,
recovery and/or cure of diseases,
illnesses, injuries and other
physical and mental impairments
is important to us and forms
part of our contributions to
the United Nations Sustainable
Development Goals: SDG 3 on
Good Health and Well Being; SDG
6 on Clean Water & Sanitation
and SDG 9 which addresses the
impact of Industry, Innovation
and Infrastructure.

In 2020, we demonstrated our
commitment to supporting
government and communities
in healthcare and infrastructure
delivery, with the completion of
a state-of-the-art, fully equipped
and functional Primary Healthcare
Centre in Oginigba, Port
Harcourt, Rivers State at the cost
of N44 million which has since
been handed over to Rivers State
Primary Healthcare Management
Board for proper management.
The project impacted over 8,000
direct and indirect beneficiaries

23

International Breweries Plc.SUPPORTING COMMUNITIES

To effectively meet the health
needs of the people in Oginigba
and surrounding communities,
the Healthcare Centre was
equipped with medical facilities
such as infant incubators and
warmer, nebulizer, anesthesia
machine, suction machine,
delivery beds, a X-ray new box,
an oxygen concentrator, facilities
for the resident doctor, and auto
clave machine amongst others.
We also partnered and supported
the Benjamin Olowojebutu
Foundation on health projects
that were carried out in Rivers
State. The project provided 146
beneficiaries with quality health
care and treatment of health
issues such as Fibroids, Breast
Lumps, Hernia and Appendicitis.

24

COVID-19
SUPPORT
AND
DONATIONS

In furtherance of our commitment
to the company’s vision of ‘Bringing
People Together for a Better
World’, International Breweries
Plc. as part of its corporate social
responsibility showed great
solidarity and support to the
Government at the federal as well
as different states levels, namely
Lagos, Ogun, Osun, Anambra,
Delta, Rivers, Bayelsa, Abia and
Imo States. These listed states all
benefitted from our support and
donations ranging from cash to
food items. Our community efforts
include:

• N10 Million to the Nigeria
Center for Disease Control
(NCDC) to be used for the
procurement of test kits

• Medical consumables
which include 18,000 3-Ply
Nose masks, 60 Infrared
Thermometers, 3,600 Face
Shields, 2,000 VTM Kits,
5,000 Elbow Length Gloves,
500 Overalls, and 1,500
Reinforced Protective Gloves

• 252,000 bottles of our
nutritious non-alcoholic
beverages (Beta Malt and
Grand Malt)

• 2,500 bags of rice to support
food distribution drive

International Breweries Plc.

25

International Breweries Plc.The Legal and Corporate Affairs Director making a donation
to the Nigerian Center for Disease Control (NCDC) in the
fight against COVID-19

26

The Plant Manager, Onitsha making an address during the
donation of the relief items. Our non-executive director,
HRM Igwe Peter Anugwu was also present.

The IB Plc. team comprising of our non-executive director, L-R: Michael Odutayo, Logistics Manager, Gateway Plant;
Mr. Omole, the plant manager – Ilesa and the Corporate Af- Temitope Oguntokun, Legal and Corporate Affairs Director
fairs Manager- Ilesa, with the Chief of Staff to the Governor and Stella Sawyer, Corporate Affairs Manager, Gateway Plant,
– Osun State all of International Breweries (IB) Plc during the donation of
medical consumables, hand sanitizers and malt drinks, Beta
Malt and Grand Malt, to the Ogun State Government recently
as part of IBPlc’s support of the fight against the spread of
CoVID 19 in Nigeria.

The Ogun State Deputy Governor, Her Excellency, Engr. International Breweries Plc.
(Mrs) Noimot Salako-Oyedele receiving MD’s letter from
from the Legal and Corporate Affairs Director

27

International Breweries Plc.SUPPORTING COMMUNITIES

NIGERIA

60AT60

Employees across our sites in
Lagos, Port Harcourt, Onitsha,
Ilesha and Ogun State celebrated
Nigeria @ 60.
In Rivers State , we had the honor
of hosting the Deputy Governor,
Dr. Mrs. Ipalibo Banigo for the 60th
anniversary celebration at our Port
Harcourt Plant.

28

RURAL
ELECTRIFICATION
PROJECT IN BARA
TOWNSHIP,
OGUN STATE

As an organization committed to
enriching the communities in which
we live and operate, International
Breweries Plc donated a 300KVA
ONAN oil-immersed step-down
transformer and 415 V overhead
distribution line to Bara town, a
neighbouring community to our
Gateway plant. This is meant to
address the power supply challenge
in the town.

For the community, the presence
of electricity is the beginning of
economic development in the
area. With uninterrupted power
supply, the over 1,000 inhabitants
and consumers of the staples
are assured of an increase in
production. And with such increase,
there is an assurance of more
economic boost for the traders.
Electricity in a community brings
rapid development and growth for
small and micro businesses.

415 V 1,000

Overhead Inhabitants &
Distribution Consumers
Line

300KVA

Step-down
Transformer

Left to right: Baale of Bara Town, Chief Olusola Solagbade; Honourable International Breweries Plc.
Commissioner for Industry, Trade and Investment, Ogun State Kikelomo
Longe; Brewery Operations Director, International Breweries Plc, Engineer
Tony Agah; Honourable Commissioner for Community Development and
Cooperatives, Ogun State, Ganiyu Hamzat, Corporate Affairs Manager,
International Breweries Plc, Gateway Plant, Stella Sawyer at the donation of
a 300KVA transformer to Bara Community in Ogun State by International
Breweries Plc.

29

PROMOTING
ENTREPRENEURSHIP

The role of entrepreneurs in the economy cannot cultivated, motivated, and remunerated
be overemphasized. From promoting social to the greatest possible extent.
change to driving innovation, entrepreneurs are
frequently thought of as national assets to be Thus, supporting entrepreneurs is

International Breweries Plc. essential for a sustainable socio-
economic development in Nigeria.
Mindful of the challenges confronting
entrepreneurs in Nigeria, IBPlc initiated
the Kickstart programme to support
young, budding entrepreneurs
with training, mentorship and start-

30

N325,135m Since 2016, up capital or funding for business
Kickstart expansion. The Kickstart is our flagship
FUNDS has been entrepreneurial empowerment initiative
INVESTED to create a culture of entrepreneurship
committed to amongst young people and support
274 empowering young and ambitious entrepreneurs to
Nigeria’s next succeed in a challenging and resource-
GRANTEES generation of constrained world.
entrepreneurs
571 Since 2016, Kickstart has been
with the committed to empowering Nigeria’s
JOB knowledge, next generation of entrepreneurs
GENERATED resources and with the knowledge, resources and
mentorship mentorship needed to grow their
business. So far, 325,135 million naira
has been invested in empowering International Breweries Plc.
274 grantees and generated 571 jobs
across Nigeria.

In the wake of the COVID 19 pandemic
and its resultant effects, some of which
include the lockdowns, the restrictions
on public gathering etc., the customary
Kickstart competition could not be
implemented.

Hence, in 2020, a virtual Alumni
Hangout which brought together
over 80 past beneficiaries was held to
train current awardees on how to run
sustainable businesses in the country
new normal. Themed Networking for
Business Growth, the event brought
together renowned people in the
country to speak about how businesses
can survive in the new normal. Speakers
include Hugo Dias Rocha, CEO, IB Plc.,
Oneal Lajuwonmi, CEO, Wavelength
IPS, Temitope Oguntokun, Director, IB
Plc., Helen Ofili, CEO, Advapro, Abiola
Joseph, Nigeria Incentive-Based Risk
Sharing system for Agricultural Lending
(NIRSAL), Dr Friday Okpara, Small and
Medium Enterprises Development
Agency of Nigeria (SMEDAN), Funsho
Alabi, Lagos State Employment Trust
Fund (LSETF).

31

SUPPORTING COMMUNITIES

Second right: Senior Special Assistant to the VP on Skill
Acquisition and Entrepreneurship, Dr Nurudeen Osagie,
representing the Vice-President, Prof. Yemi Osinbajo at the
Summit.

A one-day Entrepreneurship Summit event was also
held to motivate and equip the Kickstarters and other
entrepreneurs to develop innovative solutions, that will
ensure that their business thrive in the shift that COVID-19

forced within the entrepreneurship space.

Mr. Taiwo Oyedele, Fiscal Policy Partner and Africa Tax
Leader; PwC giving a speech at the Kickstart Summit .

International Breweries Plc. Cross section of panel discussants at the Summit . Hugo Rochas; Managing Director International Breweries
Plc giving his remarks at the Summit

32

SHOE
BOX
CHALLENGE

To spread the festive cheer as well
as impact lives positively, employees
across all our plants and locations visited
orphanages to donate food and sundry
items. Over 50 employees visited 4
orphanages to donate and spend time
with the children at the orphanages.
Below are the beneficiaries of the
donation:

• Azibaola Charity Foundation

• Jesus Orphanage Home

• Ave Maria St. Pio of Pietrelcina
Charity Home

• Madonna Angels Orphanage/
Children’s Home

International Breweries Plc.

33

34 International Breweries Plc.

AAWNDARDS
RECOGITIONS

International Breweries Bags 2020 SERAS
Infrastructure Development Award, FRSC Recognition
and ADVAN Community Heroes Award

Assistant Corps Commander-Iyanda Akande Taofiq, The Company clinched the award for Best
Unit Commander, Sagamu ,F.R.S.C. and Management Company in Infrastructure Development
staff of International Breweries Plc. during the plaque in recognition of its commitment to
presentation to IBPlc as an “Outstanding Stakeholder” development through the provision
in recognition of its dedication and commitment to of infrastructural facilities for its host
ensuring safety on highways communities.

The tail end of 2020 was a remarkable year for International In the same vein, International Breweries
Breweries as the iconic brewer was recognised on many fronts also received the debut “ADVAN
for its CSR interventions across Nigeria. One of such was the Community Heroes Award” at the 2020
Sustainability, Entrepreneurship, and Responsibility (SERAS) Advertising Association of Nigeria
CSR Awards– an annual business award organised to recognise Awards for Excellence (ADVAN) Awards,
and reward corporate social responsibility and sustainability on following its key role in the distribution of
the African continent. COVID-19 relief palliatives such as medical
consumables, hand sanitizers, non-
alcoholic beverages and food. International Breweries Plc.

International Breweries was also recognised
as an “Outstanding Stakeholder”, by the
Federal Road Safety Commission (FRSC),
Sagamu Unit Command in recognition of
its dedication and commitment to ensuring
safety on the highways.

At the award presentation in Sagamu, Unit
Commander, Sagamu, commended Iyanda
Taofiq Akande International Breweries
for its constant support especially during
the “2020 Ember month sensitisation
campaign’’. “IBPLC and FRSC have
enjoyed a symbiotic relationship since
the establishment of Gateway plant. The
Company has demonstrated unwavering
commitment in promoting responsible
drinking among Nigerians with special
emphasis on road users through the “Don’t
Drink and Drive” campaign. Continuing, Mr.
Iyanda stated that “we are proud to work
together with International Breweries on
an initiative such as this and look forward
to future collaborations with greater
impact in 2021’’

35





SMOOTH
NAIJA KING
Budweiser launched launching the Smooth Naija King
campaign on digital, radio, TV
its highly anticipated Leveraging the power of and out-of-home billboards.
social media and the brand’s
campaign of 2020 in ambassadors, including Teni The campaign started with
Makanaki, newly signed two videos. One featured a
July. The “Smooth Naija King” Mayorkun, Mike Edwards, Ebuka, dancer moving to the smooth
DJ Nana, DJ Consequence and soundtrack and cameos from
campaign set out to establish DJ Crowd Kontroller, Budweiser the brand’s ambassadors,
made this bold statement,
Budweiser’s credential as one

of the smoothest tasting beers,

made from rice and brewed for

21 days for its superior taste.

International Breweries Plc.

38

while the other video featured The radio ad also featured the millions of impressions,
the brand’s recently signed reach, video views and high
suave ex-BBN housemate same catchy soundtrack making engagements on social media
Mike Edwards, juxtaposing solidifying Budweiser’s claim as
his smooth mien with closeup sure anytime you heard the the smooth beer for Naija kings.
shots of Budweiser’s golden
beer pouring accompanied by a word “smooth” you thought
pulsating soundtrack repeating
the “smooth” phrase to create of Budweiser while our out-of-
an unforgettable video that
left viewers with one message: home ads featured the brand
Budweiser is smooth.
ambassadors with the same

message; “Budweiser is brewed

smooth for Naija kings”. The

consistency paid off. Brand

power grew in Q3. The campaign

generated unprecedented

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39

Honourable

Promo to’gbayi

Emerging from the unprecedented times Millionaires as well as consolidating
which affected the nation, consumers Trophy Lager’s position in the Category
were faced with recovering from various as numerous loyal consumers were
forms of distress. rewarded.

Trophy Lager launched the Honourable 9 Honourable millionaires emerged
Promo To Gba’yi, a National Consumer from the Honourable Promo To Gba’yi
Promo aimed to transform selected campaign accompanied with raving
Trophy Lager Consumers into testimonies and gratitude to Trophy
Lager for making their dreams come
true.

Honourable Consumers who did not get
selected were not completely left out.
There were various consolation prizes
ranging from airtime to other cash
prizes given out to reward the effort
put in to participate in the promotion.

International Breweries Plc.

40

9 Honourable International Breweries Plc.
millionnaires
emerged from
the Honourable
Promo To Gba’yi
campaign

41

TSPprrooepdchuiaycltESLxtaoturuantc-h

Trophy Extra Special Stout - The only extra execute a distinct campaign to drive consumers
special stout in Nigeria was launch in 2020 to rave to the brand.
reviews. Various Consumers who tried the Brand
lauded the quality of the Liquid saying it is at par This led to ‘Experience The Richness’ campaign
if not better than the Category Leader. which dials up the intrinsic values of the brand
Consumers preference for the Brand has grown as and the functional benefits it offers to Consumers.
we continue to drive the product in the market. Most especially, the campaign was set to drive
awareness on the unique proposition; Extra
Launching a new product in a sub-category Special Roasted Barley which makes Trophy Stout
heavily dominated by a long-standing category undoubtedly the best Stout in the Category.
leader requires some wits and grits. The stout
category is flooded with different products TuFace Idibia, popularly known as 2baba, a
consumed by stout drinkers and to break through Nigeria musical legend, was selected as the brand
the clutter, Trophy Extra Special Stout needed to ambassador and key to driving this message and

International Breweries Plc.

42

entrenching the we embarked on an
brand’s values in extensive sampling
the minds of our drive across the
consumers Country as we
directly engaged
To Drive Trial, we Consumers to try the
embarked on an brand
extensive sampling
drive across the
Country as we
directly engaged
Consumers to try
the brand, may
of them for the
1st time. Overall
we were able to
sample hundreds
of Thousands of
Consumers who had
nothing but extra
special admiration for the Product after
once they experienced the extra special
richness of Trophy Stout

International Breweries Plc.

43



2020 is definitely an unforgettable year. The campaign videos were viewed millions
Despite the occurrences, we decided to of times were recorded with hundreds
give hope and usher in an Extra Special of thousands of engagement (comments
2021 through a countdown campaign with and likes) 40 winners emerged from the
hashtag - Countdown to an Extra Special thousands of entries received through
2021. the website which were given the Extra
Special Gift Box, with the delivery from their
The idea of the campaign was to merge favourite celebrity.
what people love
drinking with who To keep up the
they’d love to drink it spirit of good
with. Along with our tiding we also
brand ambassadors rewarded all the
(2Baba and Annie), we participants with
enlisted influncers like a Limited Special
Tacha, Nino B, Peruzzi, Edition of the
Chike, Pankeroy and Trophy Stout Cans.
Sydney Talker with Just because we
millions of followers on believe everyone
Twitter, Instagram and is Extra Special.
Facebook

40 winners emerged from the thousands of entries
received through the website

International Breweries Plc.

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HEROES

The “Hero Clan” idea, is an extension of
the Echefula campaign. This idea focuses
on an intrinsic part of Igbo culture – one’s
Identity in relation to his role within society.
Key appellations are given based on the
roles that individuals play in society. In this
execution, Hero showcases top appellations
representative of different roles played in
society.
The five labels featured are: Igwe, Odogwu,
Ada, Nwanne and Dike. The message was
clear - every role (appellation) is critical for
communal success and continuity.





HEROES ROUNDTABLE

Hero launched the Heroes Round
Table a live platform on social
media. The objective was to engage
consumers around relevant topics
related to culture, identity, music
and other passion points. The show
featured popular Igbo personalities
locally and in diaspora.

Consumers joined the live weekly
sessions to engage with the brand.
The platform provided a tool for
connecting consumers during the
challenging lock down period.

CYROIETPUYR Hero Lager’s ‘Rep Your
City’ challenge was created
to celebrate consumers
and their hometowns. This
challenge provided the
platform to celebrate safely
given travel restrictions
during the lockdown.

AEHATOSMTEER Easter is a major festival for
Igbos who travel to celebrate
with family and kinsmen. International Breweries Plc.
With the lockdowns, travel
was restricted. Hero stepped
in by reaching to our
consumers and their loved
ones leveraging its brand
ambassadors. Consumers
got special messages from
the brand during the season
sparking hope and positivity.

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