Firm targets wider consumers with ready-to-drink innovation

My Merit Ibe            

Nigeria’s cultural, herb-infused alcoholic drink, Orijin has unveiled Orijin PET, a new 33cl portable format designed to extend the brand’s signature taste to more consumers by enhancing affordability and accessibility.

The innovation reimagines how Nigerians experience Orijin, bringing its herb-infused identity closer to everyday social occasions nationwide while remaining rooted in the lifestyles and traditions that inspire the brand.

Oluwaponmile Alabi, Head of RTD Category, described the innovation as a carefully thought-out product that gives every Nigerian access to it without losing its authentic essence. In addition, the product increases touchpoints for consumers to enjoy the familiar Orijin flavor whenever moments of connection arise, whether at neighborhood gathering spots, casual after-hours relaxation, or spontaneous celebrations. The portable design underscores Orijin’s dedication to delivering meaningful experiences that reflect contemporary social culture, combining distinctive character, value, and mobility in a format created for today’s dynamic consumer.

The new 330ml bottle also offers greater portability and durability, making it well-suited to the evolving ways Nigerians socialize today.

From bustling markets and roadside grills to relaxed meetups with friends, ‘Orijin de for you.’

Orijin 33cl was described by the Brand Manager, Zainab Bakare, as the handy drink for everyone who values that authentic, root-inspired taste in a modern way. “This isn’t just a new bottle; it’s the next fun thing on the block, designed for the rhythm of the streets,” Bakare stated. “We’re showing up everywhere, from high-energy digital takeovers to the heart of the hustle with our ‘Igbadun Friday’ experiences across the East and West. Whether you’re catching a vibe on your feed at home or grabbing a quick roadside snack, Origin is right there to level up the moment for just N600.

It’s our way of ensuring that the premium, ice-cold taste of our roots is always within reach, indoors or out, after a long day’s work.

Supporting the launch is the “Origin In The Mix” campaign, which celebrates spontaneity, cultural pride, and shared enjoyment through influencer storytelling, street conversations, media engagement, and experiential activations designed to spark authentic connections with consumers nationwide.