The introduction of new non-alcoholic malt beverages is yet another example of how the marketplace responds when the public changes its mind. Since their rediscovery (new malt drinks) a few years ago, non-alcoholic malt beverages have grown.” One of Nigeria’s favourite malt drink, Maltina , recently launched two new exciting flavours- Maltina Pineapple and Maltina Vanilla to appeal to the dynamic taste of Nigerians. With the Own The Flavour campaign, Maltina is encouraging young Nigerians to freely express themselves on their own terms while owning their narrative and flavour of choice… With this campaign, we want to show Nigerians that you do not have to be stereotyped into one thing. You are free to be different versions of yourself. Guinness comments: Responding to C&M inquiries, Adenike Adebola, Marketing and Innovation Director for Guinness Nigeria stated: “The Nigerian soft drinks market has continued to evolve. Our participation has grown over the last two years from one brand to three. With the evolving economic climate we have seen strong growth in the value segment within which we also have a very strong contender with Dubic Malt.

Nigeria’s favourite malt drink, Maltina, recently launched two new exciting flavours- Maltina Pineapple and Maltina Vanilla to appeal to the dynamic taste of Nigerians. Hi Malt also ranks as one of the most popular malt drinks that can be found in the south-eastern part of Nigeria. Although produced by the Nigerian Breweries, the largest brewery in the country and distributed nationwide, Hi Malt has a very large market in Igboland where it is very highly patronised, the chief reason being that it is relatively cheaper than some of the more established brands which have better quality and taste. Hi Malt is made of water, sucrose, malted barley, caramel, hop extract, and fortified with citric acid and vitamins A, B1, and B3. While Hi Malt may be the preferred choice of many people in eastern Nigeria, it is not my choice because it probably tastes like blood tonic instead of malt. AMSTEL MALTA I am a Yoruba lady of 32 yrs of age. I graduated from the university in 2006 and did my service corps the same yr.To cut the long story short, I am yet to have a man in I really don't kno if malt is healthy or not as I don't drink any kind of malt coz I don't like d way they taste @ all so I don't give my kids malt.Elvis Udemba, also with Matrix Marketing, predicted that sale of non-alcoholic malt drinks alone will increase 54 percent in the next five years in Nigeria. With smart marketing and possibly the addition of functional ingredients to their products manufacturers of malt-based non-alcoholic drinks can simultaneously appeal to all health-conscious consumers in the market place. In Nigeria, it has now turned out to be a drink preferred in most social gatherings, for health and or religious belief.” Also, Mama Ibeji, a mini depot owner, revealed that consumers love to drink malt because of the belief that it acts as a blood booster. The Verdict

C&M findings: Malt drinks cover the larger proportion of non-alcoholic beverage market in Nigeria with multinational companies, Guinness and NB, seeking to dominate the space. Malt drinks are increasingly being seen as healthy alternative to alcoholic drinks, and the market leaders are playing up this mind-set amongst consumers by developing and positioning their products along health benefits.Malt provides a high source of energy-giving protein. They contain vitamins, minerals, starch, protein and trace elements, which are easily absorbed by the body and prevent heaviness common to other starches. So, they are ideal for energy boosts during mental and physical activity. Malta Guinness, a product of Guinness Nigeria, is a non alcoholic, adult, premium soft drink that is full of vitalizing goodness, with added vitamins, minerals and slow burning sugars for longer lasting energy that fuels your greatness. It was established in the year 1984 and it has markets in Cameroon, Ghana, Togo, Mauritius, Ethiopia, Benin Republic, Ivory Coast, Burkina Faso, Gabon, Liberia and Nigeria. Here in Nigeria, it is distributed nationwide and has a favourable market in the south eastern part of the country. Malta Guinness prides itself as the nation’s pre-eminent malt drink and it is enjoyed by both the young and old alike. MALTINA Continuing its promise to meet the needs of Nigerians and being the first flavoured dark-malt drink in Nigeria, the new Maltina flavours have all the nutritious benefits of a malt drink coupled with the excitement of new invigorating flavour elements of fruity Pineapple and smooth Vanilla. You are not qualified for a man or a good man just because you are good or a virgin. The non-virgins or bad girls aren't disqualified either. God already ordained it. So, good or bad, you have someone for you even if you are ready or not. Contrary to Uguwanyi’s statement, Mrs. Elizabeth Ojuolape, a depot owner, along Lagos-Badagry expressway said: “Those that buy and drink Maltina do so because of its promise of vitamins and body nourishments.” However, Mr. Paul Nwokeoma, a mini depot owner, said: “Malta Guinness was introduced into the market in 1990. It came with great taste and, above all, no after-taste, even when some consumers complained. This feat was a big relief for consumers. Soon, a generally accepted rumour spread like a wild fire, stating that Malta Guinness acts as a blood booster or blood tonic.”

Malt drinks help to keep you hydrated. No doubt, malt drinks contain large amounts of water which helps to detoxify, keep us cool, and refreshed. Not that you should substitute a bottle of malt for a nourishing glass of water, but any one of your choices can be a good substitute on a hot day.Malt drink is a lightly carbonated beverage, brewed from barley, hops, and water, much like beer. However, corn and caramel colouring may also be added. Historically, it was used as food for children and ailing patients and is often referred to as “children’s beer”. Now, it has since become a major beverage drink consumed by more people watching their nutritional content. On this week’s edition of product review, a weekly analysis where Nairametrics features products contending for leadership and prominence in Nigeria’s consumer market, we are looking at the various malt drink brands and how they are competing for profitability and visibility in the market space. Various Brands in the market space They now only just have water. Although they get treats like crisps, biscuits n sweets twice a week or when given at kids parties. Because malt drinks vary, there are degrees to this. The processing determines whether you get beer, stout, whiskey or malt extracts. Malt drinks include beers – ale and lager (Star, Heineken, Gulder, Legend Extra Stout) – and the most popular of all, non-alcoholic malt drinks (Maltina, Amstel Malta and Malta Gold). You could also get malt extracts from these processes.