Chinedum Elekwachi
Life Continental Lager Beer has expressed its commitment to traditional festivals, propagation of the Igbo culture and raising awareness of various beauties of cultures in the South East.
Corporate Affairs Manager, (East) Nigerian Breweries Plc Joy Egolum disclosed this during a courtesy call on traditional ruler of Nnewi, Igwe Kenneth Orizu, at his palace.
Egolum said the visit was in recognition of importance of the upcoming 2025 Afiolu Nnewi where her organization would offer strong backing in line with the rich cultural spirit of the industrial city.
She said, “Life Continental Lager Beer as a brand has severally committed to traditional festivals, propagation of the Igbo culture and basically raising awareness of all the beauties of the cultures in the Eastern part of Nigeria, specifically in Nnewi.
“Afiaolu is something we have always featured, but this year we are doing something different.
“We are reviving our participation and our presence because we want to put our money where our mouth is, and highlight the beauties of the eastern tradition, the culture of the East.
Resilient breed of people
“When you come to Nnewi, you have a people who resonate with what Life Beer stands for, their resilience, enterprise and of course their culture which has been propagated and preserved for many years.
“We are pleased and very honoured to have the blessing of the oldest monarch in this regard.”
Egolum said Life Beer would give the arena ‘a look never seen before’, highlighting different things normally seen during Afiaolu, including erection of the tallest yam pyramid.
“Life Beer has also been helping those in the cooking space by partnering with celebrity chefs of Eastern descent.
This is to impact by knowledge on their local counterparts; celebrating and honouring the biggest yam of the day.
“There will be life changing prizes to be won, at this year’s Afiaolu, there will be free beer, ‘the Obiagu’ at the festival,” she asserted.
Earlier, Igwe Orizu expressed gratitude to Life Beer for supporting the Afiaolu festival and other cultural activities of ndi Nnewi.
He noted that Nnewi people and Nigerian Breweries have enjoyed mutually beneficial relationship for a long period.
Nnewi seeks sustenance
The royal father wished the relationship would not just be sustained, but grown to maturity.
Senior Brand Manager, Life Beer, Chima Dim, described Afiaolu as more than festival but bold statement about who the Nnewi people are.
“We are proud to walk hand-in-hand with the people of Nnewi in celebrating not just the harvest, but the heritage, ambition, and powerful cultural identity that define the Igbo spirit.
“This year, we’re not just participating — we’re innovating. For Ndi Nnewi, Afiaolu is more than a harvest ritual; it’s a season of gratitude.
“Continental Lager Beer is a leading regional brand from Nigerian Breweries, proudly brewed to celebrate the resilience, ambition, and unstoppable drive of the Igbo people.
“Known as the “Beer of Progress,” Life Beer is deeply connected to the culture, values, and entrepreneurial spirit of the South-East,” Chima Dim stressed.
