At 50, Maltina’s Brand Refresh Raises Questions About Heritage and Consumer Loyalty

Maltina has unveiled a refreshed visual identity and redesigned glass bottles, cans and PET bottles for its 50th anniversary, adding stronger gold elements and a brighter orange scheme. Nigerian Breweries says the drink’s familiar taste and nutritional composition are unchanged; a 33cl bottle provides the equivalent of half a glass of milk, and the brand is endorsed by the Nutrition Society of Nigeria. Sarah Agha, Nigerian Breweries’ marketing director, said the update aims to connect with contemporary consumers while preserving the brand’s heritage, dating back to 1976 in Nigeria. The refresh’s success will depend on consumer response and Maltina’s ability to remain relevant amid intensifying competition.