:Reiterates Commitment To Igbo Cultural Preservation, others.
Life Continental Lager Beer on Wednesday emphasised the need to preserve culture and empower the youths for economic growth.
This was revealed when representatives from Life Continental Lager Beer, including senior brand managers and marketing executives, paid a special visit to the Lagos International Trade Fair on Wednesday, 21st June 22, 2023. The visit went beyond mere words, as they sought to establish connections with market leaders, reiterate the brand’s commitment to preserve Igbo culture, promote the values of progress and hard work in the South East region, and empower Nigerians to pursue careers in music.
The Head of Marketing Communications, Sandra Amachree emphasised the role the brand has continued to play in culture preservation, one of which is through music. Through its annual music competition, Hi-Life Fest – where new highlife talents are groomed and given a platform to establish a successful music, Life Beer has shown its commitment to showcasing the rich musical heritage of the Easterners.
During the visit, the market leaders lauded the brand’s effort to fostering the progress of Igbo people while also pledging their support to the brand. Commending the brand, the President, Mandillas International Trade Center, Mr Anthony Okeke said the gesture is one that should be emulated by other brands.
“I appreciate what Life Beer is doing. The brand has positively impacted the lives of members of this association in various ways and we are glad to be associated with a reputable brand. Kudos to Life Beer Continental Lager, they should keep it up as they continue to promote culture and empower our youths including traders,” he said.
Speaking on the passion of the brand to promote culture and empower the youths, Senior Brand Manager, Life Continental Lager Beer, Oluyemi Ekundayo said the brand embraces industriousness.
“Life Continental Lager Beer is a cultural brand, a brand that is unapologetically Igbo. We embody every good virtue that the Igbo man represents as a brand. We know that they are a model of entrepreneurship which is globally endorsed. So one of the things we like to do as a brand that rewards hardwork is identify a man from the streets and support his journey to progress. For the past few weeks, we have been promoting our music show, Hi-Life Fest, which promotes young Igbo people in the music space,” he said.
Speaking further, Ekundayo added that the platform, in the last few years had continued to develop and grow young people into brands and big names in the industry.
“We try to develop these people and we give them a platform where they can become big names and today we have some four new guys that will be at the finale this Sunday. We also want to journey with them into that part of progress and that is why we are at Trade Fair today to inform market leaders that we support the journey they all believe in. This gesture continues to journey into the next generation and keep the existence and the solidify highlife music in the music space,” he said.
Also present during the visit were Uchenna Agunwa, the National Sales Manager for New Categories, Caroline Mbanu, the Brand Manager of Life Continental Lager Beer, Anyi Dons, winner of Hi-Life Fest 2018, Ikechukwu Unigwe, Head of Distribution Intl. Trade Fair, and Stephanie Mordi, the Executive Assistant, Commerce.
The search for the next ‘King of Hi-Life’ climaxes this Sunday as the show heads to the grand finale with four talented contestants battling for the crown. Catch the live show this Sunday on Soundcity TV and ONTV by 8 pm. You can also catch the broadcast on Africa Magic Igbo at 7 pm and Africa Magic Epic at 10 pm.
READ ALSO: Life Beer Celebrates Hardwork, Rich Igbo Values with Turu Ugo Lota 2.0
L-R: Tochukwu Ezeani, BOT Member; Emmanuel Ezeanui, 1st Vice President; Sandra Amachree, Head of Marketing Communications NB; Anyi Dons, Winner Hi-Life Fest 2018; Anthony Okeke, President Mandillas Traders Association; Yemi Ekundayo, Senior Brand Manager Life Lager Beer; Isaac Okeke, Member; Caroline Mbanu, Brand Manager Life Lager Beer and Uchenna Agunwa, National Sales Manager for New Categories Nigerian Breweries at visit to Mandillas Trader’s Association in Wednesday