Excitement as NB relaunches Life beer
The current economic situation in Nigeria has forced Nigerian Breweries Plc to think outside the box and look inward for innovative solutions.
NB Plc’s Corporate Affairs Manager, (East) Joy Egolum, averred that the company has become more innovative in bringing its products to the market.
Egolum, who spoke while fielding questions, during the Life Beer Media Parley held at Spar Mall, Enugu, on Sunday explained, “The current economic trend has made us very innovative, and our focus is on the consumer. We are looking inward, and one of the ways we are doing this is through our localization programme.”
As part of this programme, NB Plc is growing some of its raw materials locally, which reduces production costs and allows the company to offer its products at a more affordable price point.
Egolum noted that the economic challenges have also brought the company closer to its consumers.
She said, “We have many channels to interact with our consumers, thanks to social media and our legacy channels. This helps us to hear from the consumer, understand what they want, and find ways to connect with them.”
With increased competition for disposable income, Egolume emphasized the importance of building trust and loyalty with consumers, adding, “We are focusing on making sure that people know us better, like us, and trust us. We are refreshing people, making a social impact, and ensuring that when they have disposable income, our products are top of mind.”
In response to the economic challenges, NB Plc has also made its Life Continental Lager Beer available in different pack sizes, including 45cl and 60cl, at more pocket-friendly prices, she emphasised.
By looking inward and innovating, NB Plc aims to stay ahead of the competition and continue to refresh and delight its consumers.
In his keynote address, NB Plc’s Portfolio Manager, Olaoluwa Babalola, highlighted the brand’s deep cultural connection to the Igbo people.
He said, “We are here to reaffirm Life Beer’s deep cultural connection to the Igbo people. Life Beer has always stood for resilience, ambition, and progress. These are values that define both our consumers and our brand.”
The brand’s new identity features a bold new look, including the rising sun, the Niger Bridge, and the Isi-Agu (lion head), symbolizing hope, progress, and strength – values that are central to Igbo heritage.
He explained, “Our consumers are evolving, and so is Life Beer. The new Life Beer embodies a refined drinking experience – a triple-filtered, 3X smoother taste, delivering a richer, more refreshing experience, and crafted for those who never stop pushing forward.”
The brand also launched the Obiagu Campaign, a powerful tribute to the heart of a lion, which represents the Igbo spirit of courage, resilience, and ambition.
Babalola enthused,
“’Obiagu’ means ‘Heart of a Lion,’ and that is the essence of this campaign. It represents the hustler, the entrepreneur, the professional, the trader, and the individuals who create opportunities and redefine success despite the odds. Life Beer is not just celebrating them; we are standing beside them, fueling their journey.”
The event marked a significant milestone in Life Beer’s journey, as the brand reaffirmed its commitment to celebrating and amplifying the spirit of the Igbo people.
Meanwhile, the event brought together esteemed Igbo royal fathers, music icons like Jeriq, Flavour, Ugoccie & Ezeyork, and consumers who are fans of the brand, in a powerful celebration of the Obiagu – Our Spirit of Progress.
A key highlight of the event was the official endorsement of Life Beer by esteemed Igbo traditional rulers, further cementing the brand’s position as a cultural emblem of progress, and resilience.
In attendance were HRM Igwe Samuel Asadu (Ogadagidi of Edem-Ani, Nsukka), HRH Igwe J. C. Okolo (Ogwugwu Ebenebe), HRH Igwe Chikwendu Harold C (Ezeoha I of Eke), HM Eze Obidiegwu Onyesoh MFR, EzeNri (Nriewelana II), HRH Igwe Damian Ezeani (Igwe Ugonabo of Neni), HRH Igwe Christopher Okpala (Igwe Ezennebo of Akwaeze), HRH Igwe George E. Onoh (Agunechemba II of Nsude) and the Igwe of Ogwofia Owa, represented by Chief Lazarus Ejim.
Their endorsement reaffirmed Life Beer’s deep-rooted connection to Igbo tradition, recognizing the brand as a reflection of the entrepreneurial drive, cultural heritage, and unwavering ambition of the Igbo people.
The Obiagu – Our Spirit of Progress Campaign is at the core of this relaunch, celebrating the tenacity, ambition, and resilience of the Igbo people. Life Beer’s new identity is a reflection of the Igbo journey, featuring the rising sun, representing hope and new beginnings, the Niger Bridge, symbolizing connection and progress, and the Isiagu, embodying strength, ambition, and leadership.
With its refined and triple-filtered, 3X smoother taste, Life Beer is crafted for those who never stop striving for progress, embracing both tradition and modernity. The campaign is a renewed commitment to celebrating ambition and resilience, ensuring Life Beer continues to be the drink of choice for those who embrace progress and cultural pride.
Speaking at the event, Chima Dim, Senior Brand Manager, Life Lager Beer, Nigerian Breweries (East), stated, “Life Beer has always been deeply connected to the traditions and aspirations of the Igbo people. This re-launch is a tribute to the strength and progress of our consumers. The endorsement of our royal fathers is a powerful validation that Life Beer remains a true symbol of cultural pride, resilience, and progress.”
Beyond the royal endorsement, the event was a spectacular celebration of music, culture, and the Obiagu spirit, with headline performances from Flavour and Jeriq, who shared the stage for the first time.
Adding to the excitement, Flavour stunned the audience when he gifted a lucky fan ₦1 million live on stage in recognition of his energy and passion, a moment that perfectly captured the Obiagu spirit of resilience and reward for hard work. Music sensation Ugocee and highlife maestro Ezeyork also took the stage, delivering electrifying performances that kept the audience engaged throughout the night.
With the blessing of traditional rulers, the excitement of consumers, and the endorsement of cultural icons, Life Beer has once again cemented itself as the ultimate beer for those who dare to achieve.
The Life Beer Best of Both Worlds Concert marked the beginning of the Obiagu campaign that intends to fuel the ambition and resilience of the Igbo people, proving that the spirit of Obiagu is stronger than ever.
