Guinness' Booming Market: Nigeria

By Harry Kimball,  Newser Staff
Posted Mar 17, 2009 6:26 PM CDT
A Nigerian couple.   (AP Photo)
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(Newser) – Guinness may be synonymous with Ireland, but Nigerians down more of the stuff than the Emerald Isle, GlobalPost reports. Nigerians also out-Guinness the US—their country is second only to the UK in its consumption of the beer and is home to the first Guinness brewery outside the British Isles. Nigerians got their first taste in the 1940s, and sales have been climbing since.

What gives? It may have something to do with the distinct qualities of Nigerian Guinness, notes GlobalPost. It has twice the alcohol level of its Irish version and is made with local maize and sorghum, not barley. Thanks to enigmatic advertising, it also has the reputation of being liquid Viagra. Says one Nigerian, who's never heard of St. Patrick, "It is bitter, it is good for you, and it gives you power, especially for sexual intercourse.”