Maltina unveils new visual identity to mark 50 years in Nigerian market

Maltina, Nigeria’s pioneering malt drink brand, has unveiled a refreshed visual identity as part of efforts to strengthen its market presence and maintain consumer relevance ahead of its 50th anniversary.

The rebranding, introduced by Nigerian Breweries Plc, features an updated packaging design across the brand’s glass bottles, cans and PET bottles, combining contemporary aesthetics with visual elements that reflect its five-decade history in the Nigerian beverage market.

The new identity retains Maltina’s signature orange colour, complemented by enhanced gold elements intended to give the products a more distinctive and premium appearance on retail shelves.

Other design features include a gold crown cork, brighter sunrays, a more prominent golden barley icon, a bolder calcium coin and a “Since 1976” heritage mark, reinforcing the brand’s emphasis on nourishment, quality and longevity.

The initiative underscores the importance of brand innovation and packaging differentiation in Nigeria’s competitive beverage industry, where established manufacturers continue to invest in strategies to sustain consumer loyalty and attract new audiences.

Speaking on the development, the Marketing Director of Nigerian Breweries Plc, Sarah Agha, said the refreshed identity was designed to preserve the brand’s heritage while ensuring its continued relevance to contemporary consumers.

“For 50 years, Maltina has grown alongside generations of Nigerians. This refreshed identity is an evolution of a much-loved brand, designed to keep Maltina fresh, relevant and connected to today’s consumers while preserving the nourishing taste they know and trust,” she said.

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Despite the packaging changes, the company said the product’s established taste and nutritional attributes remain unchanged.

Maltina is fortified with calcium, with a 33cl bottle providing the equivalent of half a glass of milk, according to the company. The brand is also endorsed by the Nutrition Society of Nigeria as a non-alcoholic drink rich in Vitamin A.

Beyond the packaging revamp, the company is adopting a consumer-engagement strategy to encourage Nigerians to participate in the brand’s next phase of development.

Under its “What’s Your Word?” campaign, consumers are being invited to share their first impressions of the new identity in a single word, with activities planned across media platforms, retail outlets and consumer engagement events.

Agha said the campaign was intended to make consumers active participants in the brand’s anniversary celebrations rather than simply recipients of the rebranding exercise.

“This relaunch is about more than a new pack. It is an invitation for Nigerians to help shape the next chapter of a brand that has been part of their lives for five decades. We look forward to hearing the words the new Maltina inspires,” she added.

The company disclosed that the refreshed packaging would gradually become available in stores, restaurants, bars and markets nationwide, supported by a nationwide media campaign, trade launches and experiential consumer activations.

The activities are expected to provide opportunities for consumers to interact with the redesigned products while strengthening the brand’s visibility across distribution channels.

For Nigerian Breweries, the anniversary initiative represents an opportunity to leverage Maltina’s established market heritage while adapting its presentation to evolving consumer expectations.

The rebranding also highlights the role of packaging, brand storytelling and consumer participation in sustaining the competitiveness of established consumer goods brands in Nigeria’s fast-moving consumer goods sector.