Nigeria’s energy drink and flavoured beverage space is evolving – and it’s becoming clearer that growth will come not just from launching more products, but from smarter portfolio decisions, better media alignment, and innovation that genuinely reflects how Nigerian live, choose, and consume.
For a long time, brands introduced flavors and limited editions without clear long-term plan.
Lifecycles were short, priorities shifted too quickly, and communication often missed the connection between culture and actual consumer behaviour.
The excitement was high, but retention was low – not because the products were wrong but because the strategy behind them wasn’t always complete.
A new wave of brand professionals are stepping up to solve this gap, focusing on product lifecycle thinking, portfolio clarity, and go-to-market execution that blends global standards with local nuance.
Read also: Tight wallets, shifting tastes – Nigeria’s changing beverage market
One of those professionals is Ndupana Koji, who is now the Brand Marketing Manager – Portfolio Strategy & Innovation for Red Bull Nigeria. Her role includes leading the strategy for the Editions (flavoured) range and core variants, driving the innovation pipeline end-to-end — from global alignment and concept development to launch execution and post-launch optimization.
For her, the opportunity lies in tightening the link between culture, sports, media, and product experience—an area she believes has been under-explored in the market.
“Innovation is not just about launching something new; It’s about launching something relevant, intentional, and clear” she notes.
“Nigeria moves fast. Consumers move even faster. They respond to clarity, consistency, and stories that they feel connected to’’
Her entry into Red Bull signals a broader shift: portfolio strategy is becoming one of the most important competitive levers in Nigeria’s beverage industry is finally being treated as a discipline, not an afterthought.
