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Life Beer celebrates Igbo culture with strong backing for Afiaolu Nnewi festival

Life Continental Lager Beer, a leading regional brand from Nigerian Breweries, has expressed its commitment to celebrating the rich cultural heritage of the Igbo people by strongly supporting the 2025 Afiaolu Nnewi festival.
The brand, known for its connection to the resilience, ambition, and entrepreneurial spirit of the South-East, is set to feature prominently at the festival.
Corporate Affairs Manager, (East) Nigerian Breweries Plc Joy Egolum,  made the assertion during a courtesy call on his royal majesty, Igwe of Nnewi, His Royal Highness, Kenneth O. Orizu, at his palace, Otolo Nnewi on Saturday.
Egolum, emphasised the brand’s dedication to promoting traditional festivals and Igbo culture, noting that Life Beer has consistently supported cultural events in the region and is revving up its participation in the Afiaolu festival to highlight the beauties of Eastern tradition.
According to her, “The visit was in recognition of the importance of the upcoming Afiolu Nnewi, at which Life Beer would feature, very prominently.
“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”, she added.
Shebfurther said, “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,” she said.
She also added, “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.”
On some of the things to expect at the 2025 Afiaolu, she noted that Life Beer would give the arena ‘a look it never seen before, encouraging Agriculture by erecting the tallest yam pyramid, and 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 prizes, life changing prizes will be won, at this year’s Afiaolu. You will have free beer at the festival, ” she said.
On his part, Chima Dim, Senior Brand Manager, Life Beer, ‘”Afiaolu is more than a festival, it is a bold statement of who we 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 to God, unity among selves and cultural pride.
It is a window of opportunity for families, masquerades, community, friends from far and wide to joyfully bond with merriments, food, music, et al; it is a celebratory moment that pulses with community energy.”
About Life BeerLife 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.
Every bottle is a tribute to heritage, hard work, and the courage to move forward.
The Igwe of Nnewi, His Royal Highness Kenneth O. Orizu, welcomed the Life Beer team and expressed gratitude for their support of the Afiaolu festival and other cultural activities in Nnewi.
He noted that “Nnewi people and Nigerian Breweries have enjoyed mutually beneficial relationship for a long period.” And expressed the desire to see this not just sustained, but grown in stature.

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