Pomp, Pageantry as Grand Oak Rebrands Seaman’s Schnapps

By Dipo Olowookere

It was a joyous moment recently at the unveiling of the rebranded Seaman’s Schnapps by Grand Oak Limited in Lagos.

At the event attended by several stakeholders, the Group Executive Director Finance of Lexcel Group, Mr Wale Majolagbe, explained that Grand Oak embarked on “this comprehensive relaunch in response to shifting market dynamics, including a youthful demographic with over 70 per cent of the population under 40 years old, and evolving consumption preferences among young urban consumers.”

Grand Oak is the major marketer and manufacturer of leading beverage drinks in Nigeria, including Seaman’s Schnapps, reputed as the original number-one prayer drink in the country.

Mr Majolagbe informed the guests that, “The new label design introduces a bold and fresh aesthetic, reinforcing the brand’s heritage with a modern twist and signalling its readiness to resonate with today’s style-conscious consumers.”

He stated that beyond the cosmetic transformation, “This new look also represents a reaffirmation of Seaman’s Schnapps’ dedication to authenticity and premium quality as the refreshed packaging not only modernizes the product but also continues to honour its longstanding tradition as the authentic conveyor of blessings.”

In his speech, the Marketing Manager for Grand Oak Limited, Mr Gbemileke Lawal, said, “A standout feature of the new Seaman’s Schnapps is its advanced guala cap, an aluminium closure that ensures tamper-evident security.”

He explained that, “The guala cap, which provides an airtight seal to preserve the Schnapps’ quality and flavour, and its tamper-evident design guarantees product integrity and consumer safety,” adding that, “The cap’s customisable design also enhances brand recognition and offers a modern touch to the product’s presentation.”

“Maintaining its iconic contour, the new bottle incorporates a sleek and contemporary look, affirming Seaman’s Schnapps’ commitment to prestige and quality.

“This relaunch also represents a bold step forward as it blends modern sophistication with a deep respect for tradition.

“With a proud heritage spanning over 60 years, Seaman’s Schnapps has been an integral part of Nigerian culture, celebrated for its premium quality and authenticity as the original number one prayer drink,” he added.

On her part, the Senior Brand Manager for Seaman’s Schnapps, Mrs Nnenna Uche-Onyenacho, said, “Seaman’s Schnapps has earned a revered place in Nigerian society, known for its unparalleled craftsmanship and exceptional taste.

“As a pioneer in the schnapps category, Seaman’s was the first to introduce innovative features such as the tot glass, and a customized bottle.

“Its dedication to quality and authenticity has made it the preferred choice for cultural ceremonies and daily rituals, trusted for mixing herbal roots and extracts and conveying blessings in every drop,” she said.