IDL Relaunches Squadron Dark Rum

Intercontinental Distillers Ltd (IDL) recently re-launched Squadron in a bid to expand its market share and save consumers from consuming fake and adulterated products. Bayo Oke, the company’s AGM Marketing/Sales, disclosed at the re-launch event which held penultimate weekend at the Planet One Event Centre, in Maryland, Lagos, that “the new colour represents the brand’s character traits of macho, young, assertive, daring, urbane and candospirit.” “The New Squadron can be consumed in Bars, Nightclubs, Parties, Straight, On ice, Mixed with juice, energy drinks, fruits or as a cocktail with other spirits,” he added.

P I Anegbe, the company’s Managing Director, who explained that the product is mostly targeted at the youth segment of age 25-35, speaking on the need for the re-launch, said, “Squadron is doing well (in the market) and, with the repackaging, we expect that it should move a step higher.”

The proudly Nigerian brand is aiming to combat the economic downturn by increasingly improving the quality of its beverages and packaging them in sizes every segment of the society can afford. There is the gift pack that is beautifully packaged and there are the bottles that are pocket friendly. “We even have the 3cl bottle and the sachet one which cost just 20 naira to have a quality good drink,” Anegbe remarked.

Oke also noted that the re-launch is due to the need to present the brand as distinctive, attractive and refreshing and to create strong emotional bonding with brand’s target consumers.

It will be recalled that IDL, in the last three months, has re-launched   her Chelsea London Dry Gin and Veleta Fruit Drink brands.