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Life Continental Lager Beer, yesterday, demonstrated love for the culture of the people by embracing the rich cultural spirit of ndi Nnewi by at the 2025 Afiaolu festival.
At the festival held at the popular Nkwo Nnewi Triangle, it was a culture-fest as guests and partipants were thrilled with masquerade displays, cultural dances, traditional wrestling competition, cooking competition among others.
Governor of Anambra State, Prof Charles Soludo, represented by the Commissioner for tourism and culture, Don Onyenji was pleasantly surprised at the turn of events at the festival as he commended the tourism potentials of the event.
While commending Life Beer for spectacle that the Afiaolu turned to be, he noted that the bold participation of the brand has elevated the cultural festival to an enviable status of a tourist attraction.
According to him, the massive attendance of people from several parts of the world can attest to his position.
Joy Egolum , Corporate Affairs Manager, Nigerian Breweries PLC said the company has through the Life beer always positioned itself as the brand that resonates with the culture and traditions of the people hence the support for the Nnewi Afia olu festival.
“We celebrate our tradition, resilience, our enterprise as people from the eastern part of Nigeria” she stated.
She noted that new yam festival is a significant cultural event for the Igbo and this is what Afia olu festval and life beer represents.
Sarah Agha, Marketing Director, Nigerian Breweries Plc expressed joy that the people of Nnewi, represented by the royal father, High Royal Highness, Igwe KON Orizu III welcomed Life Continental Lager Beer warmly, making it possible for the brand to boldly immerse itself in the people’s culture.
She said, “We thank everybody who graced the 2025 Afiaolu today. Our special thanks go to the royal fathers, ably represented by HRH Igwe KON Orizu who offered us the opportunity to participate in this festival.”
She added that the similarities in the brand proposition of Life Continental Lager Beer and the Nnewi people would always be a source of encouragement for the brand to continually identify with ndi Igbo and ndi Nnewi in particular.
Agha expressed confidence that the mutually rewarding relationship between Life Continental Lager and ndi Nnewi will continue and even be bigger next year.
