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International Breweries Plc (IBPLC), recently celebrated Nigeria’s vibrant bar culture through its flagship initiative, ‘Cheers to Bars.’
Castle Lite and International Breweries’ premium extra cold beer, headlined Cheers to Bars x Castle Lite Nite in Lagos and Abuja.
Speaking, Marketing Manager of Castle Lite, Oluwatoyin Ogunjimi, said the initiative was to remind everyone about the value of local bars, while delivering an unforgettable experience. “The reception in Lagos and Abuja was phenomenal and speaks to what Castle Lite represents; refreshment and unforgettable fun, a reinforcement of the significance of bars.”
Representative of the Director General of the Manufacturers’ Association of Nigeria (MAN), Joseph Ololeke noted: “I’m truly pleased to be part of this event today. International Breweries has contributed immensely to the economy, employment and revenue to the government. It’s because of these massive contributions that MAN is here to honour the invitation of Cheers to Bars. The beer sector generally holds a special place within MAN as one of our key sectoral groups, contributing meaningfully to Nigeria’s economy. Bars are more than places to grab a drink; they are cultural institutions where people connect, share stories and build community.”
Managing Director of AS Bar, Adeyemi Aishat, said: “I like what International Breweries is doing through Cheers to Bars, which is a good platform that celebrates bar owners and consumers alike. Castle Lite remains a profitable and highly demanded brand, and this initiative will only strengthen the bond between the brand, the bars and the people.”
From representatives of MAN to the government’s representatives from the Ministries of Trade and Investment, Finance and Retailers, stakeholders joined beer lovers to celebrate the role of bars.
Beyond just drinking spots, bars are social anchors and economic engines that support jobs, small businesses and creativity.
Guests were immersed in an atmosphere of lights, music and ice-cold Castle Lite. Signature moments included, “A Moment of Cheers with Castle Lite,” when glasses were raised in unison as a toast to Nigeria’s bar culture. Lucky attendees also won branded gifts, exclusive bottles of Castle Lite and all-expense-paid trips to Abu Dhabi.
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Retailers echoed the campaign’s relevance. Industry voices reinforced the impact of the movement.
The nights pulsed with music, energy and culture. DJs spun an electrifying mix of Afrobeats, amapiano and party anthems that kept dance floors packed, while surprise performances in Lagos and curated nightlife sets in Abuja showcased each city’s unique rhythm.
Throughout the celebration, Castle Lite lived up to its promise of extra cold refreshment, served in signature style and enjoyed moments of laughter and conversation.
As the night drew to a close, one message resonated clearly: bars are not just venues, they are the soul of communities. Through Cheers to Bars, Castle Lite and International Breweries have once again demonstrated their commitment to preserving and elevating Nigeria’s bar culture, making it not just celebratory, but also meaningful and impactful.
As part of its ongoing support to retailers in promoting bar culture, International Breweries has also invested in building retailer capacity through its Retailer Development Programme, tagged, ‘Growing Retailers Innovatively Together, (GRIT).’
Over the years, more than 1,000 retailers have been trained under this initiative, equipping them with the skills, knowledge and resources to grow sustainably. This effort underscores IBPLC’s belief that supporting bars and retailers goes beyond celebration. It is about strengthening the entire value chain that makes Nigeria’s nightlife, communities and economy thrive.
International Breweries Plc (IBPLC) is a proud part of Anheuser-Busch InBev (AB InBev), the world’s largest brewer with over 500 brands. As part of a global brand, International Breweries has a dream of bringing people together for a future with more cheers through the building of great brands that stand the test of time, using the finest natural ingredients.
