International Breweries names consultancy firm XLR8 as Public Relations partner

NIGERIA – International Breweries, the Nigerian subsidiary of the world’s largest brewer, AB InBev has appointed leading communications consultancy, XLR8 to manage its public relations.

According to Beverage Industry News, XLRB will be responsible for all of the company’s corporate as well as brand-related communications.

The company will leverage its corporate communications with the support of XLR8 which has rapidly grown to become one of the leading and most respected communication consultancies across the West African sub-region.

“We are building an organization to last – brewing quality beers that consumers love and building brands that will continue to bring people together for the next 100 years and beyond,” said Otunba Michael Daramola, the company’s Legal and Corporate Affairs Director

“Evidently, we need excellent partners on this journey. On the basis of its robust pedigree and compelling presentations, we are very confident that XLR8 possesses the wherewithal to add real value to our quest to continue to bring people together for a better world.”

XLR8 was founded in 2004 and has grown its service offerings to diverse industry sectors including technology and communication, fast moving consumer goods, banking and financial services, broadcasting and entertainment as well as the public sector.

Speaking on their appointment, Chief Executive Officer of XLR8, Calixthus Okoruwa said: “XLR8 is honoured and humbled by this opportunity to be of service to an organization whose iconic brands have become subjects of awe-inspiring case-studies in the world’s best business schools.”

According to him, XLR8 shares the AB InBev dream of bringing people together for a better world.

“We will consistently strive to justify the trust and confidence which International Breweries has reposed in XLR8.”

This is a replica of AB InBev’s public relations model in the United States where it has FleishmanHillard responsible for its corporate and public relations reputation.

FleishmanHillard was appointed to handle AB InBev’s A-B Account to reinforce the company’s strength in terms of its brands, partnerships, community engagements and people.

In August, Int’l Brewery commissioned its fourth brewery in Nigeria, the US$250million Sagamu facility, which holds the record as the biggest brewery in Nigeria and across West Africa.

The company reported a net loss of US$19.53 million for the first nine months of 2018 attributed to increased expenses and higher finance costs.