Leslie Nguyen-Okwu is reporting that Guiness, the company synonymous with Irish Dry Stout, has launched a new drink called Orijin Bitters, a bittersweet herbal spirit infused with the Asian and African herb called kratom. Guiness has partnered with BestKratom.com to infuse kratom, an herb known for its analgesic affects, into their drinks. Nguyen-Okwu writes:
“According to Guinness Nigeria, more than a million liters of Orijin have been sold in the country since the beverage’s launch in 2013, and it has been endorsed by Nigerian royalty. But the company has bigger aspirations, with plans to expand into Ghana and compete with Accra-based Alomo Bitters. In an emerging economy saturated with global imports, Orijin hopes to crest the wave of appetite for distinctly African goods. According to analysts, the bitters beverage market is estimated to rack up more than $200 million annually.”
Origin Bitters is the first herbal drink produced in Africa by a global brand. It features a blend of alcohol, tangerine, chamomile, thyme and cinnamon. The spirit costs 1,000 naira ($5) for 750 milliliters, which is pretty steep for West African markets. Perhaps the cost will help the company attract and retain the “highbrow” consumers it is seeking?
Read more at Ozy.com.
This post was written by Nsenga K. Burton, Ph.D., founder & editor-in-chief of the Burton Wire. Follow her on Twitter @Ntellectual.
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