Mrs. Olayinka Black, widely known as Madam B in Iyana Ipaja’s Moshalashi axis, is an expert in traditional roots and herbs and sells other alcoholic brands of bitters in bottles and sachets. When it comes to the business, she claims that the sachets of alcoholic bitters and non-bitters sell much faster than bottled drinks. She explained that while the sachet is wonderful, it cannot be compared to ‘agbo,’ the local herb.

“I’m not saying that all of these sachets and bottle alcohols are bad; they just can’t compete with the traditional roots and herbs. There are currently several types of bitter drinks in the market, including Origin, Action and Striker, among others. There are also certain brands that are not available in the market, such as Baby Oku, Japata, and Fire, which are extensively recognised for their aphrodisiac qualities alone.”

Chima Okereke, another marketer for this line of drinks, stated that while individuals consume alcoholic bitters, “many of these so-called bitters are not good for one’s health, but many take it to relieve themselves from the stress of life. Nigeria is really frustrating; thus everyone requires a distraction. These beverages can supply one.”

These testimonies confirm the increasing consumption of alcoholic drinks in the country.

Nigeria’s inflation rate increased by 1.29% points in July 2023 to 24.08%, up from 22.79% the previous month. This is according to the latest Inflation and Consumer Price Index report from the National Bureau of Statistics (NBS). The significant impact of the elimination of petroleum subsidies and the consolidation of the official currency rate, which influenced the price of fuel, transportation, and the general pricing of goods and services in the Nigerian economy, can be ascribed to the rise in inflation.

When the inflation statistics are broken down by component, Food and Non-Alcoholic drinks contribute the most (12.47%), followed by Housing, Water, Electricity, Gas and fuel (4.03%). Clothing & Footwear contributes 1.74%, Transportation 1.57%, Furnishings & Household Equipment & Maintenance 1.21%, Education 0.95%, Health 0.72%, Miscellaneous Goods & Services 0.40%, Restaurant & Hotels 0.29%, Alcoholic Beverage, Tobacco & Kola 0.26%, Recreation & Culture 0.17% and Communication 0.16%.

In the case of alcoholic beverages, including the bitters brand, growing inflation has never quenched the consumer’s thirst, not when many found it as a source of stress relief, distraction and much more as medicinal to a plethora of ailments.

According to public health experts, various reasons are contributing to the rise in the manufacturing and consumption of bitter alcoholic beverages. For starters, the rising popularity might be linked to shifting consumer tastes and a shift toward more daring and unusual flavours. Bitter drinks have a particular flavour character that appeals to people looking for fresh and interesting experiences. Bitter alcoholic drinks have also acquired popularity due to their purported health benefits, as bitters are frequently connected with easing digestion, promoting liver health, and reducing bloating. People are turning to these drinks as a healthier alternative to sugary or artificially flavoured options as they become more health-conscious.

The drinking of bitter alcoholic beverages has cultural and traditional roots in Nigeria. Bitter herbs and botanicals have traditionally been used in Nigerian traditional medicine for their therapeutic effects. Because of this cultural connection, people like bitter flavours in food and drinks, including alcoholic beverages.

Furthermore, because of their relationship with social class and refinement, bitter drinks have grown in popularity among Nigerian customers.

Drinking bitter alcoholic beverages is regarded as a sign of refinement and good taste in some communities. Nigerians’ appetite for these drinks is being motivated by this cultural attitude.

Overall, the increase in the production and consumption of bitter alcoholic drinks can be attributed to evolving consumer preferences, perceived health benefits, cultural traditions, and social influences. As these factors continue to shape consumer behaviour, the popularity of these drinks will likely persist.

According to a Lagos-based nutritionist, Uzodimma Michael, “consuming bitter drinks can have negative health implications. Excessive intake may lead to digestive issues, liver damage, or interaction negatively with medications.”

Dr. Chikelu Okere, a private medical practitioner in the Ayobo area of Lagos, noted that not all bitters are terrible, but he is concerned about Nigerian youths. “I can’t say all bitters are bad because if NAFDAC approves of them, I believe they’re safe to consume. My concern is the youths who are abusing it. Many of these drinks are simply alcoholic beverages that, because of the chemicals employed in their production, might harm the liver.

“However, how many people care what the doctor says?”

Mr Busayo Aluko, a commercial bus driver on the Ayobo-Iyana Ipaja route claims bitters are ideal for treating tension and physical problems. He won’t be himself if he doesn’t take it in a day. Aside from the fact that his job is stressful, he requires something other than medicines to help him cope. When asked how many times a day he takes it, he replied, “I can take it like 3 to 4 times, depending on how stressed my work is.”

According to Mr. Ebube George Ebisike, businessman and the Minister of Trade for The State of the African Diaspora (SOAD), the increase in bitters consumption has become a trend caused by low income and eroded residual earning levels of Nigerians who cannot afford more expensive alcoholic brands similar to these bitters, all likely due to a deteriorating economic situation. He claims that the rise in bitters’ use is also due to its association with medical and/or aphrodisiac properties that boost libido and sexual vigour in men and women alike.

Mrs. Chigozie Okoro, a pharmacist in a renowned pharmacy in Pen-Cinema, Agege, believes bitters are not harmful if taken appropriately.

“It’s a herbal tonic used to treat dyspepsia. Bitters are not harmful to one’s health because they are traditionally prepared with botanical ingredients that, at the end of the day, produce bitter, sour, or bitter-sweet flavors. For example, I will not suggest that Confam Bitters are hazardous for your health because I know what they contain and that it is safe to consume. There are numerous kinds of bitters that were initially designed as approved medications but are now overused,” she stated.

Dr. Wasiu Afolabi, Professor of Community Nutrition in the Department of Nutrition and Dietetics and current Dean of the College of Food Science and Human Ecology, the Federal University of Agriculture Abeokuta, Ogun State told Saturday INDEPENDENT during the week that the bitter alcoholic drinks are available in small packs and are affordable, which encourages their addiction. He also stated that there is an increased reliance on alcohol as a means of escaping the socio-economic challenges that individuals face on a daily basis. Nigerians use it because they believe it has medical properties and can cure or prevent certain illnesses.

He went on to say that because of the prevalence of erectile dysfunction among men of all ages, many Nigerians take alcoholic bitters, which are said to boost libido. Most efficacy claims lack evidence, and unless efficacy is established scientifically through experimental study, they will remain unsubstantiated assertions.

According to Afolabi, who is also the president of the Nutrition Society of Nigeria, many of them have NAFDAC numbers, indicating that they are registered products with some level of official permission and hence cannot be classified as illicit medications. However, when abused, they can be categorised as drug abuse products; and those made with wood alcohol, which is methanol, can be particularly harmful and even fatal.

“Yes, if consumed in excess, it can cause severe intoxication as well as temporary mental imbalance or confusion.” It has the potential to lead to addiction and persistent alcoholic abuse. Toxicity, neurologic illness, and even death occur when the bitter is produced with methanol.

Afolabi emphasised that dependence on alcoholic bitters could result in loss of appetite, weight loss, and malnutrition, as well as reduced immunity susceptibility to infections, liver cirrhosis, and metabolic diseases.

Dr. Matthew Oluwatuyi Akinola, Professor of Agricultural Extension, Communication, and Rural Development, Zaria defined the plethora of bitters drinks as “mere liquor with added bitter herbal substances that appeal to traditional Nigerian or African taste and culture. Alomo Bitters, Orijin Bitters, Campari Bitters, 4Horses Herbal Extracts, and 1960 Rootz alcoholic Bitters are among them. Despite different myths and fallacies, there is a growth in the manufacturing and consumption of bitter alcoholic bitters.”

The producers, for example (Kasapreko Ltd. in Ghana), claim they are helpful for blood circulation and anti-malarial/ anti-feverish feelings in their advertisements and marketing. It is widely assumed that anything bitter has anti-malaria properties. The producers also emphasise that bitter drinks have aphrodisiac properties.

Another explanation for the growth in use is that some are NAFDAC-approved, implying that they are safe to consume. Many people take these drinks because of incorrect perceptions and negligence. He stated that these incorrect impressions are ideal for weariness and physical problems.

“They give them energy and keep them strong enough to work.” Drivers, for example, use it to boost stamina and stay alert when driving. It makes people ‘feel pleasant and elevated in spirit.’ They cleanse after taking Alomo Bitters. Some believe that it improves their sleep, cleanses their system, and helps them feel lighter and more invigorated.

“Another factor is poverty; because they are cheaper than regular beer, they are easier to obtain and consume by the lower classes.” The availability of Alomo Bitters in sachets makes them easier to purchase, transport, and consume at a convenient time. Social pressure (including peer pressure) to ‘belong’ fosters increased consumption. Some people suffer from dependence syndrome, which means they can’t do anything without sachets or bottles of alcoholic bitters.

“It is consumed out of frustration (sorrow suppressant), just like any other type of alcohol. The effectiveness of pharmaceutical control has been called into question. Aphrodisiac qualities were one of the features looked for in alcoholic bitters in Ghana as early as 1998. These sexual enhancement properties have been disproved by experts. It cannot alleviate sexual dysfunctions but emphasises that they have more negative than beneficial impacts,” Akinola explained.

The regulatory organisation, NAFDAC, has just issued a warning against the consumption of several of these beverages. While some of them were prohibited, the agency shut down and detained the owner of one of the unlawful companies involved in the production of such unauthorised products.

According to NAFDAC Director General, Professor Mojisola Christianah Adeyeye, the arrested producer admitted to mixing boiled Kanafari, Garlic, Dundu, Marke, Hankufa, Sweetener, and Sodium Benzoate with Hyergra 200, Cannon Extra, and Amafranil in a drum. Despite this, the label on the preparation said that it was 100% herbal.

According to public health experts, NAFDAC still plays a crucial role in regulating these drinks. They enforce quality control measures, monitor labeling, and inspect production facilities to ensure compliance with safety standards. Through rigorous testing and licensing, they said NAFDAC aims to protect consumers from potential health risks associated with bitters drinks. By collaborating with manufacturers and educating the public, they promote responsible consumption and help safeguard public health. (Saturday Independent)

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