Alomo Bitters was once considered a special gift to men, dominating the Nigerian herbal alcoholic beverage market. However, its reign was short-lived, as newer brands like Orijin entered the scene and swiftly took over. While competitors such as Oroki and Ogidiga posed little threat, Orijin’s strategic market entry completely changed the game.
Here are eight key mistakes that led to Alomo Bitters’ decline in Nigeria within a year:
Alomo Bitters positioned itself as a drink for the masses, which ultimately backfired. The target audience in this segment is notoriously disloyal, constantly switching to newer, more exciting options. Orijin capitalized on this by offering a drink that appealed to both premium and general consumers, making it aspirational yet affordable.
Being a foreign brand manufactured in Ghana, Alomo Bitters needed continuous marketing efforts to maintain top-of-mind awareness. After initially building a strong emotional connection with consumers, the brand became complacent, allowing Orijin to step in with aggressive and sustained marketing strategies.
Consumer preferences evolve, and leading brands recognize the importance of variety. New entrants in the beverage market often introduce multiple flavors or styles to attract a broader audience. Alomo Bitters, however, failed to diversify its offerings early on. If they had introduced flavored variants sooner, they could have retained more consumers.
Rebranding is a strategic move to refresh a product’s image, prevent counterfeiting, and rebuild consumer trust. Despite increasing reports of fake Alomo products, the brand delayed its rebranding efforts. By the time they finally acted, the damage had already been done.
Competing in a saturated market requires the expertise of a top-tier PR and marketing firm. Instead, Alomo Bitters engaged an agency with limited experience in alcoholic beverage marketing. A more strategic approach, despite potentially higher costs, could have delivered better results.
Many consumers had the impression that Alomo Bitters was cheaply made, despite being produced in one of Ghana’s largest breweries. Negative media reports about counterfeit products and health concerns were left largely unaddressed, further eroding consumer confidence. A proactive media engagement strategy could have countered this perception.
While Alomo Bitters was known for its herbal blend and supposed aphrodisiac properties, competitors focused on refining quality. Orijin, for example, positioned itself as a premium, well-filtered drink, making it more appealing. Alomo’s failure to match this standard contributed to its decline.
Orijin signed a high-profile artist like Reminisce, reinforcing its premium appeal. Alomo Bitters, on the other hand, chose a less influential figure, Gandoki. This misstep reflected a lack of strategic thinking in influencer marketing.
Final Thoughts
While Alomo Bitters’ decline may seem harsh, there’s still an opportunity for a comeback. By addressing these missteps—repositioning, marketing aggressively, improving quality, and expanding product variants—the brand could reclaim lost ground before new competitors like Ace Roots push it further into obscurity.