Business
FDI: Bold ‘98 Irish Whiskey launches Nigeria operations with retro party
By Tunde Oso
In response to the Federal Government’s drive for foreign direct investment, FDI, Bold ‘98 Irish Whiskey has formally entered the Nigerian market with a retro-themed launch party in Lagos.
Tagged “Party Like It’s ‘98”, the event attracted celebrities, distributors, media and other stakeholders, with a mix of music, food-and-whiskey pairings, cocktail experiences, live performances and a bottle reveal.
Motunrayo Raheem, Executive Director, said the theme was deliberately chosen to evoke the 1990s.
“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 said.
Raheem explained that the brand’s name pays tribute to the 1798 Irish uprising and its story of resilience.
“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,” she said.
She added that the brand’s story represents “boldness, resilience and the belief that something good can come from defiance.”
According to her, Bold ‘98 is a premium blended Irish whiskey from County Wexford, made from 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,” she said.
Raheem said Nigeria was selected because of its growing market and discerning consumers.
“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,” she said.
