Overview:
In 2023, a Costa Rican craft beer company aimed to expand internationally, focusing on emerging markets with a growing interest in premium beverages. Nigeria presented an attractive opportunity due to its expanding middle class, youthful population, and increasing demand for premium imported products. However, entering the Nigerian market posed unique challenges related to regulatory requirements, distribution logistics, and brand positioning.

Challenges:

1. Regulatory Compliance: Navigating Nigeria’s regulatory environment, including import duties, labeling requirements, and necessary health certifications, was complex.
2. Distribution Network: Establishing a reliable distribution channel was challenging due to Nigeria’s fragmented retail structure.
3. Brand Adaptation: Positioning a foreign craft beer brand to resonate with Nigerian consumers required adjustments in marketing strategy.

Export Assistance Solutions:
To overcome these hurdles, the Costa Rican company partnered with SCA-Partner consultancy, an expert in African markets. Key support provided included:

• Market Research: A tailored report outlined the Nigerian craft beer market, competitor analysis, and consumer preferences.
• Regulatory Guidance: The consultancy managed compliance with Nigerian import standards, securing necessary certifications and permits.
• Distributor Matchmaking**: Connections with Nigerian importers and distributors facilitated initial product sampling, followed by a reliable distribution partnership.
• Brand Localization: A targeted marketing strategy, highlighting Costa Rica’s unique brewing heritage, was crafted to attract Nigerian consumers and enhance brand appeal.

Outcome:
With strategic export assistance, the Costa Rican craft beer company successfully launched in Lagos and Abuja, Nigeria’s major cities. Early sales surpassed expectations, leading to discussions for expanded distribution across West Africa.