The bitters market is of two categories, the alcohol and non-alcohol. The market has become fertile for massive growth as more consumers look out to drink an alcoholic beverage that is believed to have health benefits to the human body. This led to increased number of manufacturers from contemporary Nigerian Producers (Nigeria brewery with ACE ROOTS), neighboring giant industry players (Kasapreko with Alomo Bitters) and Multinational (Guinness with Orijin); to enjoy the huge market share. The development has forced new product roll-outs, re-packaging and re-branding by the owners of the traditional brands, who are mainly multinational giants in the beverages industry. Due to the intense competition, Alomo bitters was being adulterated, hence leading to loss in its market share in Nigeria.