From Isaac Ojo
Life Continental Lager Beer, the beer that celebrates resilience, ambition, and the unstoppable drive of the Igbo people, is proudly embracing the rich cultural spirit of Nnewi by offering strong backing to the 2025 Afiaolu festival.
Joy Egolum, Corporate Affairs Manager, (East) Nigerian Breweries Plc made the assertion during a courtesy call on Igwe Nnewi, HRH, Igwe Dr KON Orizu, at his palace on Saturday.
Egolum said that the visit was in recognition of the importance of the upcoming Afiolu Nnewi, at which Life Beer would feature, very prominently.
She noted that 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 revving up 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.
“When you come to Nnewi, you have a people who resonate with what Life Beer stands for, their resilience, their enterprise and of course their culture which has been propagated and preserved for many, many years. And we are pleased and very honoured to have the blessing of the oldest monarch in this regard.”
Mrs Egolum while speaking on some of the things to expect at the 2025 Afiaolu, pointed out that Life Beer would give the arena ‘a look never seen before’; highlight the different things normally seen during Afiaolu; be encouraging Agriculture by erecting the tallest yam pyramid.
She said Life Beer has also been helping those in the cooking space by partnering with celebrity chefs of Eastern descent, to impact by knowledge on their local counterparts; celebrating and honouring the biggest yam of the day.
“There will be prices, life changing prices will be won, at this year’s Afiaolu, there will have free beer, ‘the Obiagu’ at the festival,” Mrs Egolum asserted.
In his welcome address, HRH Igwe Dr 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 even as he expressed the desire to see this not just sustained, but grown in stature.
Chima Dim, Senior Brand Manager, Life Beer in an interactive session with journalists said that Afiaolu is more than a festival but a 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.
The 2025 Afiaolu Nnewi will run from Wednesday 27th August to Saturday 30th August.