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By Merit Ibe
Nigeria, Africa’s most populous nation with over 220 million people, has not been immune to the far-reaching impacts of the post-pandemic economic upheaval that disrupted global economies.
As countries around the world strive to regain stability, Nigeria faces its own set of challenges, with unemployment emerging as a significant consequence of the pandemic’s aftermath.
The challenge is particularly pronounced in Nigeria, where a large portion of the population consists of young people. The nation’s youthful demographic, often seen as a potential asset, has been disproportionately affected by the downturn, underscoring the urgent need for strategic interventions to address unemployment and harness the energy and innovation of its burgeoning youth population.
While the government has implemented various programs to curb unemployment, the Public-Private Partnership (PPP) model has proven instrumental in managing the country’s unemployment challenges. Through this collaboration, the corporate sector has stepped forward with a sense of patriotic duty, contributing meaningfully to nation-building efforts.
One notable example is International Breweries Plc, a proud member of AB InBev—the world’s largest brewery with over 500 global brands. Through its premium lager, Hero Beer, the company launched the Hero Apprenticeship System, a groundbreaking initiative aimed at tackling youth unemployment and empowering entrepreneurs across Nigeria.
The initiative has already made a significant impact, equipping hundreds of young apprentices and entrepreneurs with essential skills, resources, and opportunities to excel in their chosen fields. By fostering innovation and entrepreneurship, Hero Beer is not only supporting Nigeria’s economic recovery but also uplifting the aspirations of a generation eager to contribute to the nation’s growth.
Mentoring as solutions for the future
The Igbo Apprenticeship System (IAS) is an economic model that has existed in Nigeria for centuries. Rooted deeply in the culture and traditions of the Igbo people, the IAS is a form of vocational training where young individuals are placed under the mentorship of experienced “master” (mentor) craftsmen or traders to learn a trade or skill.
The apprentice learns the trade under the mentor’s guidance. The apprentice, in turn, works for the mentor for a set period, during which they learn the skills and knowledge necessary to start their own business. The mentor will then provide capital and pass along some of their customers to the new business.
The purpose of the IAS is to spur sustainable livelihood, and, in turn, economic growth and stability. With thousands of ventures being developed and established through it every year, the IAS has been acknowledged as the world’s largest business incubator.
Unfortunately, while the apprenticeship system has helped tackle unemployment, it is sadly undervalued. The system lacks formal training and certifications. It is also perceived by many as a system for persons from poor households who are unable to afford formal education. The result is that apprentices are constantly being overlooked.
According to a participant, Chidi Offor, “Apprenticeship helped me become business savvy and self-employed. I can proudly say I have the same business acumen as those who attended the top global business schools. But many don’t see and recognise my worth or the apprenticeship system because they think it is for the uneducated”.
Recognising the heroes
International Breweries, an AB InBev business, decided to step in and elevate the apprenticeship system to establish it as a formal solution to unemployment. In 2021, through its Hero Premium Lager brand, which recognises and rewards the Hero in every person, the company selected apprentices who were almost at the end of their training and rewarded them with N50 million worth of business grants, mentorship and training.
Last year, the investment was elevated. In partnership with accredited business institutions and universities, the company developed an apprenticeship curriculum to codify the learning experience of traders, artisans and technicians in the Nigerian market.
The curriculum encompasses a range of subjects including advanced business strategies, communication, branding and packaging, and relationship management. Graduates are awarded with certificates endorsed by the academic partners. In addition, a N100 million endowment fund set aside by the company provides interest free loans to all apprentices who have undertaken and graduated from the Hero Apprenticeship programme.
Aimed at bridging the gap between academic learning and real-world experience, individuals in the Hero Apprenticeship programme can work alongside industry professionals and gain practical skills in their chosen fields while pursuing their degrees. Its essence is to offer a holistic approach to entrepreneurial education and use apprenticeship as a business and employment incubator.
The Hero Apprenticeship programme is a transformative initiative that has the potential to address unemployment crisis by formalising and elevating the traditional apprenticeship system. By providing comprehensive training, financial support, and industry-academia collaboration, the programme aims to equip aspiring entrepreneurs with the skills and resources needed to succeed.
As unemployment continues to be a major global challenge, particularly among the youth and educated population, initiatives like the Hero Apprenticeship can serve as a local model for bridging the skills gap and fostering sustainable economic growth. Further collaboration between businesses, educational institutions, and related agencies will be crucial in scaling up such impactful programmes and creating more opportunities for the country’s workforce.
The gospel of the International Breweries Hero Apprenticeship System has been carried across Nigeria beyond the borders of geography, tribe, and culture. The Apprenticeship system has given the people the mindset of brotherhood which can be interpreted to be “You cannot succeed in isolation while your brother struggles.
International Breweries Plc (IBPLC) proudly stands as a key member of Anheuser-Busch InBev (AB InBev), the world’s largest brewing company, boasting an impressive portfolio of over 400 globally recognized beer brands. In Nigeria, IBPLC has earned a reputation as a leading beverage producer, delighting consumers with exceptional products such as Trophy Lager, Hero Lager, Flying Fish, and the iconic Budweiser, alongside its popular non-alcoholic offerings, Beta Malt and Grand Malt.
Rooted in a rich legacy of excellence, IBPLC is more than just a beverage company—it is a symbol of quality, innovation, and community. Guided by its global vision to “Bring People Together for a Better World,” the company strives to create lasting connections and positive social impact through its operations.
This vision is deeply embedded in its mission: to build timeless brands that resonate across generations and to brew the finest beverages using the highest quality natural ingredients. Every product crafted by International Breweries reflects a commitment to sustainability, craftsmanship, and a dedication to meeting the evolving tastes and preferences of its diverse consumer base.
In addition to producing premium beverages, IBPLC is a force for good in Nigeria, driving initiatives that foster community development, entrepreneurship, and environmental sustainability.
