Bold ’98 Irish Whiskey has formally entered the Nigerian market with a launch that traded the conventional unveiling for a retro-themed party.
Staged at the prestigious Nomaada Restaurant, Victoria Island, Lagos, “Party Like It’s ’98” drew celebrities, distributors, media and other key stakeholders to see the brand introduced and to be part of the moment.
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The event combined a red-carpet reception, a cocktail lab, food-and-whiskey pairings, chef’s table corner dish sample, a fireside panel, a staged bottle reveal, a catwalk, live performances and a Gen-Z versus millennial rap and dance battle.
The mood was old-school, with the whiskey at its centre.
Motunrayo Raheem, Executive Director, said the theme was chosen deliberately. “Our theme for Bold ’98 would be old school, the ’90s, the ritual vibes, everything that makes you remember where you’re coming from,” she told guests. She said the team settled on it earlier in the year, only for throwback photos to flood social media as September approached.”
“Bold ’98 was never meant to be just another regular bottle on the shelf. It is rooted in rebellion. The name pays tribute to the 1798 uprising, when ordinary Irish men and women, the pikemen of Wexford, stood up for liberty against overwhelming odds. The story we carry is that after the fighting at Vinegar Hill, barley from the rebels’ pockets sprouted on the battlefield, a sign of hope growing from loss. That is the spirit behind every bottle; the spirit of boldness, resilience and the belief that something good can come from defiance. We Nigerians will recognise that spirit, because it is how many of us have built our own lives and businesses.”
“What we are bringing is a whiskey that lives up to that story. Bold ’98 is a premium blended Irish whiskey from County Wexford, made from a blend of grain, pot still and malt whiskeys. It is creamy and smooth, with caramel and toasted oak, and easy enough to enjoy neat or on the rocks. It also holds its own in a cocktail, and you saw that tonight, with the pairings, the cocktail lab and the toast. It suits the dinner table, the lounge and the celebration, and that is why we call it a whiskey for every kind of moment.”
“Nigeria is one of the most exciting consumer markets in the world, and Nigerians have a discerning palate. They do not just want a famous name, they want quality, character and a brand with something to say. That is why we chose to launch with a party rather than just a press conference. Bold ’98 is about heritage, but it is also about people, music and good company. Our promise with Bold ‘98 is simple, and that is as a whiskey brand with a real Irish story, made with care and meant to be shared, we came to Nigeria to stay, and we are only getting started.”
The launch comes at a competitive moment for Nigeria’s premium spirits segment.
Whisky is one of the most contested categories, with established international labels courting discerning drinkers, and growing urban demand for imported spirits has widened the audience.
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A new entrant needs distinct positioning as well as quality, and Bold ’98 is pairing a heritage story with a lifestyle-led debut to claim its space.
Peculiar Adirika is a journalist and contributor to Freelanews.com, covering news, business, and public affairs.
