Branding and Digital Engagement Strategies for Global Promotion of Indigenous Alcoholic Beverages in Uyo, Nigeria

In a digitally interconnected world, indigenous alcoholic beverages—particularly local gin such as “ogogoro”—face unique challenges and opportunities for global market recognition. This study investigates the influence of branding and digital engagement strategies on the international promotion of indigenous alcoholic beverages produced in Uyo, Nigeria. Anchored on branding theory and technology acceptance frameworks, the research examined variables such as brand identity, cultural and e-commerce accessibility. Employing a quantitative survey design, 400 structured questionnaires were distributed to key stakeholders (producers, marketers, and consumers), yielding a robust response rate of 93% (n = 372). Data were analyzed using multiple regression, which revealed that branding strategies (β = 0.367, p < 0.001) and digital engagement strategies (β = 0.405, p < 0.001) both significantly influence global promotion metrics such as visibility, consumer perception, market accessibility, brand trust, and purchase intention. The overall model demonstrated strong explanatory power, with R² = 0.627, F (2,369) = 84.210, p < 0.000, indicating that 62.7% of the variance in global promotion outcomes could be attributed to the combined strategic factors. Findings suggest that local distillers can significantly enhance the competitiveness of indigenous spirits through the fusion of cultural authenticity and strategic digital branding. The study presents a replicable framework for heritage product globalization and offers actionable insights for policymakers, brand strategists, and digital marketers aiming to elevate Nigeria’s artisanal alcohol exports.