Founded in March 2000 in Cotonou (Benin) , PRIMERO S.A. began life as a local distributor of imported drinks and food products. It was a business with a lot of competition and few opportunities for growth and innovation.
However, as Albert Einstein said, “Insanity is doing the same thing over and over again and expecting different results”. That’s why, when the economic crisis came along, the firm chose to take advantage of the situation and reinvent itself. Working with top European R&D experts, it created its own line of products designed to meet the needs and demands of the current market. With its constant commitment to creativity and innovation, PRIMERO S.A. quickly stood out from its competitors to become an important name in the sector and began opening up new markets.
It currently has an extensive catalogue of top quality products aimed at all market segments. It includes liqueurs, beers, sweet wines, soft drinks, fruit juices, malt drinks, energy drinks and breakfast preparations, among many others. In addition to drinks, Primero also has its own breakfast cereal brand with different varieties aimed at both adults and children.
Innovation as the driving force
There is a wide variety of Irish cream liqueurs on the market, an endless number of brands with different presentations, flavours, formats, etc., but they all have one thing in common: they come in bottles. Bottles that tend to stay open for months after the Christmas festivities or bottles that are too large for people who live alone. Faced with this specific challenge, PRIMERO S.A. invented an innovative and elegant 15 cl can, a single-serving format ideal for cocktail bars and night clubs that allows the liqueur to be enjoyed freshly opened and with all its flavour.
This is just one example of the philosophy of the PRIMERO S.A. brand, a company that has always been characterised by its ability to seek out new ideas, alternatives and solutions to specific challenges.