Amstel Malta debuts with ‘Why Less is More’

Amstel Malta debuts with ‘Why Less is More’

According to Coco Chanel, a fashion icon whose works and words have outlived several decades, “simplicity is the keynote of all true elegance.” To Chanel, who measured all her fashion works with accurate simplicity, overkill in fashion is an anomaly that drowns its original intent to looking attractive.

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Her position was corroborated by other iconic scholar, in the person of Albert Einstein who moved to the literary world to assert thus: “if you can’t explain it simply, then you don’t understand it well enough.”

These icons in mind, seems to have spurred the management of Nigeria Breweries PLC to come up with a resolve to maintain the standard of one of its products, Amstel Malta, to keep the lead in the less sugar malt drinks in the Nigerian market.

Amstel Malta which debuted in 1870 has maintained low sugar content said to be ideal for the healthy consumption of consumers. According to Chidike Onuoha, “Amstel Malta has relatively less sugar content than its contemporaries in the market.”

So, it was not a surprise when the management of Nigeria Breweries, makers of Amstel Malta, gathered journalists and others from the corporate world together to showcase a product that has maintained the lead in healthy malt consumption over the years.

With the slogan: “Why less is more,” and “Why add more,” NBPLC was able to pass a message on the unshaken quality of Amstel Malta, which has been over the years, and which the company have resolved to maintain without any addition or subtraction.

“Why less is more” is a single minded message pointing to the fact that you cannot add to a product that is perfect. And for the fact that they believe that Amstel Malta is impeccably produced to meet the health needs of consumers, all that is needed to be done is to maintain the standard.

Ruth Osime, a fashion writer, who presented a paper at the occasion took participant through an array of human endeavours where excessive inputs have resulted to overkill. She warned on the danger of too much sugar consumption which she said “have rendered some men to look 30 years facially but 60 below the waist.”

Her companion, Ngozi Princewill Utchey, a facilitator at the Lagos Business School, also advised Nigerians to dwell less on junk foods loaded with sugar. She want Nigerians to invest less in foreign food and more on what we produce here.

By Gboyega Adeoye


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