OnTap Magazine

ontapmag.co.za | Summer 2024 | 33 W hen I was first introduced to Bature Brewery, I was struck not just by the quality of their beer but by the promise of something more—a cultural revolution, brewed right here in Nigeria. In a market largely dominated by mainstream lagers, the Nigerian beer scene was often driven by large-scale breweries that prioritised high volumes over diverse flavours. The concept of "craft beer" was practically unheard of, and the idea that people would buy something uniquely Nigerian, yet premium and experimental, was initially met with skepticism. When founder Kevin Conroy shared his vision of Bature Brewery, some people in our industry advised against it, suggesting that the Nigerian market simply wasn't ready for craft beer. Many thought craft wouldn't catch on—that beer drinkers in Lagos might not care enough about the difference. Our vision was unwavering, and we knew Nigeria held an appetite for local ingredients that resonated with its rich culture and creative energy. With Bature, we weren't just introducing new flavours; we were rewriting the narrative on what a Nigerian beer brand could be. As I stepped into the role of Creative Director, I knew this wasn't just about marketing another product; it was about capturing and amplifying a brand that celebrated the culture, heritage, and genuine pulse of Lagos itself. Craft breweries tell a different story— one that goes beyond just taste, leaning into the cultural textures of their surroundings . With Bature, we set out to build a brand that felt distinctly African, bringing to life the spirit of Lagos specifically in every pour. This vision guided our approach to everything—from collaborations with artists and musicians to transforming our brewery into a lively community space. Here, in the heart of Victoria Island, Bature Brewery became a canvas for creativity, storytelling, and celebration. Crafting a vision like this hasn’t been without its challenges. Drawing on experiences from other craft breweries around the world, we learned quickly that authenticity is key. It’s not enough to borrow ideas; the heart of Bature had to be true to its Nigerian roots. This meant embedding ourselves within the community, collaborating with local creatives, and welcoming people not just as customers but as partners in our journey. Every event, every artwork, every story we tell is part of a larger narrative—one that says, “This is Lagos, this is Nigeria, and this is Bature Brewery.” CRAFTING A UNIQUE IDENTITY The craft beer industry has been around long enough in other regions that there are lessons everywhere—both successes and missteps—to learn from. The team and I have drawn inspiration from some well-established breweries and in each case, we’ve had to be critical about what we adopt versus what doesn’t align with our brand. In a market like Lagos, Bature needed more than just quality beer; it needed an identity that resonated with people’s pride in their culture and heritage. One of the lessons we’ve taken to heart is that storytelling is at the core of a craft brewery’s success . People choose craft beer because it’s different, handcrafted, and reflects a unique perspective. However, crafting that story takes a deep understanding of the market. Lagos, with its rich blend of cultures, influences, and history, offers a key ground for storytelling, but it also demands authenticity. We saw that breweries abroad often highlighted their own local connections and community work as a vital part of their brand, creating a strong base of loyal customers. Yet, trying to replicate another brand’s story would be a mistake. Lagos is not Cape Town or Portland. We quickly learned that our approach had to reflect the fast-paced, vibrant, and bold nature of this city. There’s no shortcut to developing this sense of authenticity. Everything from the colour palettes we chose to the stories behind our beer names needed to speak to the Nigerian experience and resonate with our local audience . Another critical lesson was understanding that in a growing market like ours, our brand’s story can’t just live online or on a label—it has to come to life in real spaces, where people can experience it. That’s why we embraced the idea of creating not just a brewery but a true event space, where culture and creativity could flourish. This turned Opening their first taproom in Lagos, 2021 Bature's original taproom in Abuja, 2017