From Jude Chinedu, Enugu
Nigerian Breweries (NBL) has reaffirmed its commitment to the Igbo heritage with the relaunch of Life Beer, a brand deeply rooted in the values and identity of the Igbo people.
Speaking at a media parley in Enugu, Olaoluwa Babalola, Portfolio Manager for Mainstream at Nigerian Breweries, emphasised that the brand embodies the resilience, ambition and entrepreneurial spirit that define the Igbo people.
“As we embark on this new chapter, we do so with a renewed commitment to celebrating and amplifying the spirit of the Igbo people, their entrepreneurial drive and their relentless pursuit of success,” Babalola said.
He explained that the relaunch is not just about a new design but a transformation that aligns with the evolving aspirations of its consumers.
“The new Life Beer embodies a bold new identity featuring symbols, such as the rising sun, the Niger Bridge, and the Isi-Agu (lion head), each representing hope, progress and strength, values that are central to Igbo heritage,” he stated.
He further described the revitalised Life Beer as a refined drinking experience, offering a triple-filtered, three times smoother taste that delivers a richer, more refreshing experience for those who never stop pushing forward.
Also speaking at the event, Joy Ekolum, Corporate Affairs Manager for the East region, noted that the current economic realities in Nigeria had pushed the company to become more innovative, ensuring that Life Beer remains accessible to consumers.
“The ongoing economic difficulties in Nigeria have compelled us to be more resourceful. One way we have achieved this is by localising our production, growing some of the raw materials here in the country to reduce costs. This, ultimately, makes Life Beer more affordable for our consumers,” she said