Modupe Gbadeyanka
By Modupe Gbadeyanka
Over the weekend in Nri, Anambra State, which is regarded as the ancestral home of the Igbos, the Life Continental Lager Beer, a product of Nigerian Breweries Plc, was crowned as Mmanya Oganiru of Igbo land, meaning King of beer in Igboland.
Life Lager is a beer that has a rich history in Igbo land and it was not a surprise that it was given this traditional title. The product made its entry into the beer culture with the establishment of a brewery in Onitsha as far back as 1981.
The journey has been adventurous and progressive with many small businesses catering to the brand’s needs.
For instance, there are distributors, marketers, bar owners, bar attendants, and a wide range of other workers who have directly and indirectly benefited from the supply chain.
For that contribution to the livelihood of many in that region, many of the eyewitnesses at the conferment ceremony and tours commended the effort of the brand in corporate social responsibility initiatives.
This was one of the reasons traditional rulers and the people of the town decided to bestow such honour on Life Continental Lager Beer with the breaking of kolanut accompanied by the sound of horns, which wafted through the air that blew against the flaps of branded Life beer banners outside the venue.
“This is a valuable gift to our brand that we will treasure for a lifetime. We understand that to whom much is given, much is expected.
“For this reason, the Life Lager beer brand will forge ahead with more initiatives that can drive progress into the South-eastern region,” the Senior Brand Manager, Life Continental Lager Beer, Ms Aisha Aniekwe, expressed her excitement at the conferment.
Sharing this same sentiment, the Marketing Director, Life Continental Lager Beer, Mr Emma Agu, said, “We are delighted at this rare honour bestowed on the Life Continental Lager Beer- a brand that has made a name for itself for promoting the values of unity, integrity, and progress.
“The Mmanya Oganiru title is one that is laden with a renewed sense of responsibility for the brand in the region as we chart the path to future progress.”
