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By Zika Bobby
Every August 15, the Mbaise nation of Imo State transforms into a vivid tapestry of tradition, unity, and communal pride. The annual Iri Ji Mbaise National Cultural Festival stands as one of the most significant ancestral gatherings in Igboland, drawing together traditional rulers, community leaders, families, professionals, political figures, and diaspora members returning home to reconnect with their roots.
For the people of Mbaise, Iri Ji represents far more than the culmination of an agricultural cycle. It is a sacred expression of thanksgiving for survival and abundance, a celebration of the dignity of labor, and a vital vehicle for passing indigenous values to future generations.
At the heart of these sacred proceedings lies the ancient ritual of libation (itu mmanya in Igbo, itutu/irubomi in Yoruba)—a practice used across West African cultures to commune with the Almighty, the deities, and the ancestors. During the ritual, an elder holds a glass of dry gin, invoking God and the ancestral patriarchs, pouring drops onto the earth as petitions for peace, prosperity, and justice are uttered, before sharing the remaining spirit to seal the covenant between the living and the spiritual realm.
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Schnapps holds a distinct, sacred place in this tradition for deeply rooted reasons:
Awakening the Spirits: In African cosmology, high-proof spirits are viewed as a potent element capable of “arousing” the spiritual realm. The sharp vapor acts as a conduit to open the gateway between the visible and invisible worlds.
Purity and Clarity: As a clear, distilled liquid that does not spoil, schnapps symbolizes honesty, a clear heart, and pure intentions when approaching the divine.
Ancestral Hospitality: In West African culture, guests are welcomed with a drink. Because ancestors are regarded as living-dead family members present in spirit, elders pour schnapps onto Mother Earth (Ani) to serve and honor them first.
Historical Prestige: While elders historically used palm wine or Ogogoro, 17th to 19th-century European trade brought imported schnapps as rare, high-status gifts for kings. Over time, its association with royalty and solemnity elevated it to the choice spirit for high-profile prayers and cultural rites.
Aligning with this deep legacy, Eagle Aromatic Schnapps—produced by Intercontinental Distillers Limited (IDL)—served as the key corporate sponsor for the 2026 festival, reinforcing its commitment to supporting Nigerian heritage.
“Eagle Aromatic Schnapps is proud to be the key sponsor of the 2026 Iri Ji Mbaise National Cultural Festival,” said John Bamgbose, Assistant Brand Manager (Gin and Schnapps) at IDL. “For us, this is an opportunity to stand with the people of Mbaise as they celebrate their harvest and the values that bind their communities together. Supporting cultural festivals is an important way of keeping our heritage alive while creating memorable experiences.”
Royal fathers praised the strategic collaboration for elevating the festival’s profile while respecting sacred traditions. HRH Eze Leo Nwokocha, Chairman of the Mbaise Traditional Rulers Council and Choko of Arugwu, Aboh-xxMbaise, noted: “We are grateful to Eagle Aromatic Schnapps for recognising the cultural significance of the Iri Ji Mbaise festival. Partnerships such as this are essential to preserving our heritage, strengthening our communities, and projecting our identity across Nigeria and beyond.”
Beyond ceremonial rites, events like Iri Ji Mbaise serve as vital drivers of economic growth, tourism, and social cohesion. IDL’s sustained history of cultural sponsorship extends across major nationwide landmark celebrations, including the Eyo Festival (Lagos & Iperu-Remo), Ojude Oba Festival (Ijebu-Ode), Ita Oba Festival (Ota), Ojude Oba Orimolusi Festival (Ijebu-Igbo), Odun Ade Festival (Ifon-Osun), and the Awankere Festival (Warri).
By standing at the fore of Iri Ji Mbaise 2026, Eagle Aromatic Schnapps proved that corporate success and cultural preservation can thrive together, demonstrating that honoring ancestral roots paves the way for collective progress.
