But with more than half of Nigeria's 190 million people aged under 30 — and the population expected to grow to 410 million by 2050 — the world's biggest beer companies are looking to elbow in. For years, Nigerian Breweries has dominated the sector with brands including Gulder, Star and top-of-the-range Heineken. PROMOTIONS RACEPromotions have become an arms race among the beer companies as they host concerts, fashion weeks and boat parties to win over customers. Restaurant and club owners say they are being courted by the beer companies with unprecedented amounts of cash. "The thing about the Nigerian market is that, long term, there are huge opportunities," said Nigerian Breweries marketing director Emmanuel Oriakhi.

Source: Daily Nation February 10, 2019 06:33 UTC