Why There Is An Upsurge In The Nigerian Herbal Bitters Drinks Market

In the following article, Segun James looks into the proliferation of the sales of herbal bitters in Nigeria and gives some reasons for the upsurge of the market in the country

It arrived surreptitiously into the Nigerian market and ubiquitously, it has taken over as the drink of choice.  Today it is everywhere and comes in different names like Alomo Bitters and Kasapreko (from Republic of Ghana), Kerewa, Ibile, Opa Eyin and man Power. And they are very suggestive of what they are for – libidinal efficacy. New brands are entering the market every day, all targeted at the middle aged man, the heaviest drinker in Nigeria according to reports.

These are bitters said to have aphrodisiac properties. Immediately you walked into a bar anywhere in the country and you meet people drinking bitters, you are inundated with news and reports of how one or the other drink has turned the men into tigers on bed and the ladies swooning for more from their newly discovered bull.

Bitters are ingredients in many a local shacks, especially in low income areas, but they never received the attention they now enjoy among the middle class, and surprisingly, among the elites.

Bitters are prepared according to secret recipes by several manufacturers using bitter herbs, leaves, fruits, seeds, or roots and sometimes alcohol or sugar.

Bitters are usually named according to the ingredient giving the predominant flavour, such as orange bitters and peach bitters. The alcoholic strength varies but it’s generally about 40 per cent by volume.

Medicinal bitters are also a major draw in the country. It is not surprising that people rush to buy them from sales vehicles, especially at popular bus stops.
At these bus-stops, sales persons also serve as pharmacists market and prescribe the best of their bitters as remedy for all kinds of ailment.

Among the ilks are Oroki Pokipoki, Yoyo Bitters and Oko Oloyun (the pregnant woman’s spouse) - which enjoys good publicity on radio and television, - Epa Ijebu and the cure all, heal all antidote for any and all ailments called Gbogbonise.

Although now very popular in Nigeria, bitters are not local invention. Its history could be traced to biblical era where early Hebrew history records the addition of sweet-scented or bitter herbs to wine in order to improve and give variety to the flavour.

However, the preparation of aromatic liqueurs originated in France around 1533, and their use spread quickly all over the world.
As it is in Nigeria now, mass production of medicinal bitter boomed in the Americas and Europe at the beginning of the 20th century.

But sentiments apart, how did the boom in both medicinal and alcoholic bitter suddenly takes over the nation?

Mr. Kola Agaja, a Warri based businessman and an avid bitters drinker, believes that the recent upsurge in ailments such as diabetics have helped contribute to the popularity of bitters.

According to him, “the fear of diabetics is the beginning of wisdom for a lot of people. Most drinkers get in the habit because of fear of diabetes with a sense that it helps to wash away dirty things in the system.”
For Paniebi Joshua, what swayed him towards bitters is the bitterness of its taste. “I love the bitter taste. The mixture with alcohol is the attraction for me.”

Categories: General