Anheuser-Busch InBev, makers of global beer brand, Budweiser, has agreed to a $100 million partnership with medical cannabis company Tilray to research marijuana-infused drinks for the Canadian market.
AB InBev and Tilray in announced on Wednesday that each company will commit a $50 million investment to the project.
Both companies will study non-alcoholic beverages containing cannabidiol, or CBD and THC in a bid to manufacture cannabis-infused beer.
CBD has been said to have calming and healing effects, and THC, a compound in the plant is known for its psychoactive effects.
In October, Canada legalized recreational marijuana leading to increased interest from beer and tobacco companies to capitalise on opportunities within the market.
Christmas comes with a lot of excitement – carols, concerts, festivals, parties, lots of eating and – yeah, you’re right – drinking.
As the parties heat up, more and more people will turn to the bottle in need of having a good time but there will always be the question of what to drink, where and the right time.
While we don’t encourage you to over-indulge and go on a spree of binge drinking, we can always offer some helpful tips on what you should be drinking this Christmas.
The official drink of celebration, Champagnes are a must have this Christmas. A flute of champagne in hand brings sparkles into your holiday mood.
You can settle for the classic Veuve Clicquot Brut with its attractive yellow label sure to add excitement to your mood or go for the sweet tasting Moet & Chandon Nectar Rose Imperial.
If you are the one for vintage champagne, the Dom Perignon P2 2000 or Dom Perignon 2009 Brut is a classy choice. If you’re looking to party with it, the emerald-green light of the Dom Perignon Luminous is very much the cream of the crop.
If you don’t have the big budget that champagnes demand, you can always switch to a nice bottle of sparkling wine.
Luc Belaire Luxe has a premium taste and luxurious bottle that sends your mood lighting up the skies like Christmas fireworks. Then there is the darling Veuve Du Vernay Ice Rose that not only sweetens the palate but also beautifies your table with its unique white and pink bottle. Andre and Martini are also other great choices.
If Champagnes brought a sparkling new meaning to wins, Cognacs have given a whole new identity to how we see brandy, thanks to the French.
Be it dinner, a party, a concert or a simple laid back sit-out with friends, cognac is a unique choice for all occasions. The classic Hennessy VS and Hennessy VSOP are always ready options and if you buy from Drinks.ng using VISA QR, you get FREE mixers, party cups and ice along with it. Martell Blue Swift is another cool choice especially since a bottle purchased from Drinks.ng gets you either a FREE Bluetooth speaker of a 24 Apparel Hat.
If you are in the need for a full-blown party, then take advantage of the Famous Grouse party pack promo available only on Drinks.ng
Beer is still one of Nigeria’s most loved alcoholic beverages and there are plenty of brands to choose from. However, among the numerous brands – lager & stout – there is the ‘king’ of them all – Budweiser. The American lager made its grand entrance into the Nigerian market this year, and irrespective of what your preferred beer brand might be, you’d be missing out if you’ve not tasted the light, crisp and smooth beer. If you are looking for validation, it is called the ‘King of Beers’, and Christmas is the celebration of the birth of a ‘King’
Eggnog, Hot Buttered Rum, Manhattan, Sex on the Beach and Daiquiri are some of the popular cocktails that can add extra spice to your Christmas holiday.
You can check out the recipe to some of these cocktails by clicking here.
Life Continental Lager Beer, a premium beer brand owned by Nigerian Breweries Plc., Nigeria’s biggest brewer, has unveiled rap artiste Phyno as their new brand ambassador.
Speaking at the unveiling ceremony, Mr Maria Franco Maggi, the Marketing Director of NB Plc. said;
“Working with a great act like Flavour and this new collaboration with Phyno – one of Nigeria’s most successful artistes and a proud son of the Igbo community, is further proof of Life Continental Lager beer’s mission of effectively promoting Igbo highlife music, beliefs, traditions and progressive cultural values”.
Phyno, who signed the new deal at the Nigerian Breweries Plc. corporate head office in Lagos on the 31st of May 2018, will feature in Life Continental Beer advertising and marketing campaigns and will also make special appearances at events.
“I am very happy to be part of this great development as Life Continental beer has always been a brand that shows great support for the Igbo culture and values and it is something that I respect this beer brand for,” Phyno said.
“They are the reason I am here today and I am proud to now be their ambassador”.
Life Continental Beer pioneered regional brewing in Nigeria and has maintained leadership in the Southeast region’s booming market for decades.
An Igbo ‘red cap’ chief is a walking insignia of authority, tradition, and culture, same as a group of ‘red cap’ chiefs symbolise an entire institution of leadership, achievement, authority, and power in Igbo tradition.
With the recent knighting of Hero lager by the Obi of Onitsha as “Mmanya ejiri mara Igbo,” the premium beer brand will now be seen in the same light as a red cap chief though out the entire South Eastern region in Nigeria. The knighting is a proof of how much Hero lager has repositioned its front and heightened its authority within the region it has been most successful.
Budweiser has come into the Nigerian market claiming to be the ‘King of Beers’, what Hero has done is to say; “Hey Bud! You might be a King, but in there is another King in the South East.” Interestingly, both beer brands are managed by International Breweries Plc., a proud member of AB InBev, so the temptation for a brand war among these two is negligent.
Launched into the market in August 2012 without much fanfare, Hero immediately resonated with the culture of the Igbos, and backed by the brand’s strategic positioning in terms of value and price, it skyrocketed to the summit of the beer market in the region.
From the retail shops in Onitsha to hotels in Owerri and down to the manufacturing workshops in Aba, Hero beer became a favourite broth among many beer lovers. That acceptance into the nucleus of the region’s neo-culture led to the christening of the beer as ‘Oh Mpa.’ Mpa means father in the Igbo language, a sign that the brand was held in high regards for what it now signified.
It became a regular feature on the menu during festivals and traditional ceremonies, while also inspiring the mentality of being a ‘hero’ among its teeming consumers; it has become a symbol of identity for the Igbo beer lover.
At the peak of its achievement, societal status and recognition, the next move for the brand, like every Igbo individual who has ridden his way to the top, was to seek the knighthood of a red cap chief. As Igwe Nnaemeka Alfred Ugochukwu Achebe, the Obi of Onitsha, His Royal Highness, gave the blessing for the red cap ceremony to commence, the reality of Hero’s achievement as the market leader in that region became flesh.
A relatively unknown brand, first released during the burial of civil war hero late Chukwuemeka Ojukwu, Hero was finally celebrated with dance, music and fanfare. For the brand, the knighthood is an integrated marketing scheme that hopes to reward its customers as well extend the brand’s reach.
“Since we introduced this beer to the Nigerian market, it has clearly found its way into the taste buds of beer drinkers first in South East Nigeria and beyond,” says Obumneke Okoli, Marketing Manager Hero Lager, during the ceremony.
“The people are happy, excited with a burning flare in them all because of this beer.”
More so, the red cap ceremony represents the fruition of the brand’s essence which thrives on the sentiments of the Igbos and the regional marketing of the brand’s handlers.
Arne Rust, Marketing Director, International Breweries Plc., said during the ceremony:
“Through this ceremony, we hope to inspire consumers to be heroes every day and in every way. We have great plans for our consumers in Nigeria, part of which includes strategically launching several beer brands to suit specific geography and cultures. Hero is a well-established brand in the eastern part of the country. International Breweries Plc., genuinely cares about the culture and tradition of the people, and we will consistently seek ways to showcase our culture and positively impact the society.”
That grand red cap title-giving ceremony will be followed by a “Go! Be the Hero” campaign which looks to reward Nigerian men in recognition of their efforts and mission to be heroes. Also, as sponsors of the FIFA World Cup 2018, Hero will send the Super Eagles off to Russia with an unveiling of the world’s biggest football message written with people – “Eagles Be Fearless, Go Be The Hero.”
The campaign shows that Hero lager is truly being ‘heroic’ in its strides and new experiences for consumers. After all, when a man has been made a red cap chief, he has to embark on a new project to prove to his kinsmen that he is truly worthy of his new title. The World Cup campaign will serve Hero lager’s popularity in Nigeria positively and maybe one day, the beer will stake a claim for an Ozo title.
Giant beer company, AB InBev has revealed that it is committed to serving Nigerians with various beer brands at affordable prices.
In view of how big the Nigerian beer market is, the Marketing Manager of AB InBev, Mr Arne Bruse disclosed that consumers of beer will be able to buy some of the company’s beer brands at about ₦100 to ₦150.
Bruce, who spoke at a conference held at Radisson Blu Hotel, Lagos, added that the company had employed several strategies to better serve beer lovers in the country.
“We have great plans for our consumers in Nigeria. We want to grow, we are busy building our brewery, we are busy expanding our capacity and we are investing in infrastructures, we are hiring people. Nigeria is the biggest market for us on the continent, so it is definitely a focus area for the company,” Bruce said.
He noted several beer brands have already been strategically launched to cater to particular geography and culture within the country.
“If you look at the Western part of Nigeria, we have Trophy specifically produced for our consumers in that region. Unlike the West, we introduced Hero beer in the Eastern part of the country,” the Marketing Director said.
AB InBev is the world’s largest beer company by volume and sales, with over 400 beer brands to boot as of January 2017.
The image of a woman wielding a broom with a tall hat and a bubbling cauldron of potion has been synonymous with witches for centuries now.
However, you’ll be shocked to know those ‘witches’ were once known as brewsters and the potion in the cauldron was beer in the making.
So how did the image assume the abominable insignia for witches or witchcraft?
Prior to the commercialisation of beer, the brewing of it was the exclusive role of the woman as far back as the fifth millennium BCE in Iran.
With the men out on the hunt to look for game, women were laboured with the ‘domestic’ duty of gathering ingredients and brewing beer. The practice is said to have continued up until the rise of the Roman Empire.
Seeing the promise of the brewing industry, simultaneously, the Catholic Church launched a witch-hunting campaign across Europe, which secretly targeted independent women such as the brewsters. Brewsters had an extensive knowledge of plants – which were good for curing ailments, cooking, and for the ‘darker arts’ of witchcraft.
With money to be made and power to wield, a connection was made between the brewsters costume and the art of witchcraft.
In order to be noticed by potential customers in crowded markets, the brewsters developed rather odd advertising methods. They wore tall, pointed hats, which also served as a hair covering (the traditional practice for women in Europe then).
Also, a broomstick was placed in the doorway of an alehouse in order to indicate that a brew was ready. Images of frothing cauldrons full of ready product and six-sided stars to indicate the quality of the brew also abounded. Lastly, out of manifest necessity, cats would be kept in the brewhouses to protect the grains from mice.
To vilify these women who refused to be shoved out of the brewing tradition by giving up their own businesses, the Church tapped into the Brewster symbols in their staged witch hunt.
It is left to say whether these hunts were a product of the fear of women’s economic independence or their botanical knowledge of plants at a time when chemistry was poorly understood and mistrusted.
However, by the 1700s when witch hunting across Europe was no longer in practice, women brewsters were also a thing of the past.
In today’s world, we are happy that women can freely feature in the brewing business without the fear of being branded witches and burned at a stake.
Spirit and wine brands are continually making in-roads into the country, but the Nigerian market is still very much in love with foamy cold beer.
To satisfy that huge thirst for beer, the world’s largest brewer’s Head of Africa Operations, Ricardo Tadeu told Reuters on Thursday that its new brewery will begin operations in the middle of this year.
“For the long term, in five to 10 years, Africa will be an important growth driver for the global company,” Tadeu told Reuters.
Tadeu held back words on the plant’s production capacity but considering Nigeria’s position as Africa’s most populous nation, AB InBev will certainly do justice to produce enough to boost the market here, and Africa in general.
“We have a clear strategy to keep a good level of growth in Africa based on developing our brands in different segments of the market,” Tadeu said.
Excluding South Africa, Tadeu revealed that other African countries maintained a“healthy growth rate in the mid-teens”. With that in mind, the Belgium-based brewer foresees its expected revenue and core profit (EBITDA) to gain massively again in 2018, with revenue per hectolitre rising by more than inflation and costs by less.
A savings of $381 million from its near $100 billion purchase of rival SABMiller, is a satisfactory garnish on the cocktail of a boosted in presence across Africa.
Alcohol is capable of many things including the ability to make us immediately appear more attractive to others than normal.
Don’t get us wrong, there is absolutely nothing attractive about a man or woman staggering back home after a rough night. So to get the best out of this magical ability of alcohol, as in all other benefits, moderate drinking is encouraged.
As a matter of fact, it goes both ways – alcohol can affect the way we see and are seen, by people. This just proves that the beer goggles theory is as real as we can imagine.
There is scientific proof
Just in case you have more doubts lingering on your mind, several scientific studies have proven the ability of moderate drinking making you appear immediately attractive.
At the University of Bristol in the UK, 40 students were supplied with wine but were asked to take photos of each other sober before the drinking commenced. They also took a photo of each participant after one drink, then after a second.
The photos taken after just one drink has been consumed were judged as more attractive than the sober photos. However, the photos taken after students drank more than one glass, were rated as less attractive than when they were sober.
“It suggests that, if it’s true, people are rated as more attractive once they’ve consumed a small amount of alcohol,” said the study’s senior researcher, Marcus Munafò, a professor of biological psychology at the University. “But if they go on to consume more alcohol, they’re no longer rated as more attractive.”
The study suggested that a single alcoholic drink could make people seem more attractive because it caused facial muscles to relax, pupils to dilate and cheeks to flush.
“Rosiness is attractive because it characterizes good physical health characteristics,” said Professor Munafò.
This gives us a confidence boost to have a glass of wine or a tot of whiskey before walking up to your crush to drop that cool pick up line.
Whether in form of business innovation, artistic creations, scientific experiments, creativity is something we all crave for – even more than alcohol.
Often times, we engage in certain rituals in the hope to boost our creativity. Meditation, sleep, exercise and alcohol are some of the means through which we try to bring our creativity to life.
We don’t know much about the others, but alcohol certainly is a catalyst for being more creative.
How does alcohol boost creativity?
The answer certainly revolves around the effect of alcohol on the brain. It loosens the brain’s controlling instincts, thus allowing you spontaneous thoughts to infiltrate your head. It is one of such thoughts that births a new idea or solves a persistent problem – creatively.
Getting alcohol into our system usually leads to ‘executive functioning’ in our brain, processes that involve focus and planning. This comes about through an altered state of consciousness induced by alcohol. No wonder people come up with the most amazing thoughts when they have a glass or two of wine, whiskey or cognac.
However, the underlying factor is that getting overly drunk does nothing in getting us to think creatively. Getting tipsy is what triggers the creativity.
Scientists Even Have A Proof
Scientific research has corroborated the fact that a drink can help us become more creative in our thoughts and actions as it frees up the brain to think in a different way.
It doesn’t immediately turn you into Picasso or Einstein, but the equivalent of a pint of beer or a small glass of wine was proven by Austrian scientists to help in unleashing creativity.
‘We wanted to do this study because alcohol is so linked with creativity and great writers like Ernest Hemingway,’ said lead author Dr Mathias Benedek, from the University of Graz in Austria.
‘Previous research has found almost half of the great writers had a history of drinking.
‘We found that a small drink can indeed help with certain aspects of creativity, although it may make hard, focused work more difficult.
‘So it might well work for someone who is sitting down to do creative writing or brainstorming ideas in a boardroom.’
Seventy participants were given a drink of either beer or non-alcohol beer, which they were unable to distinguish between. Half of the participants were given a 0.5% lager, while the other half were asked to drink a 5.2% beer, which they weren’t able to distinguish between.
They were then given a word association task, which included determining one word linking the three words Swiss, blue and cake. The answer is ‘cheese’ and the second group, who had the stronger beer, scored an average of 6/10 in the test. The other half of drinkers scored an average of 4/10.
The alcohol-drinkers also exceeded in a creative thinking task, in which they had to suggest alternative uses for tyres with “a swing” deemed one of the most creative answers.
The beer market in Nigeria accounts for 55% of the market share in the alcoholic beverage industry, and some of the most popular beer brands in the market are lagers.
From Heineken to Star, Hero to Gulder, Harp to Goldberg, Trophy to Life, Champion to 33 Export – Nigerians love their lager. While some consumers will stick to particular brands, others fall into the category of ACB (Any Cold Beer. You can make that any cold lager if you please).
However, while many of us enjoy the rich taste of lager, some are not at home with what makes lager different from other beer types. With the World Lager Day four days away, here are 8 things every Nigerian beer lover should know:
1. Clouded Origins
While many believe lagers come from brewers in southern Germany’s Bavaria, who made use of cool caves to age and ferment their beer; some other beer historians hold that the beer comes from the part of the Austrian empire that is today known as the Czech Republic.
However, the Bavarian brewers contributed richly to the growth of lager with their invention of digging cellars for lagering and filling them with ice from nearby lakes and rivers.
2. The Yeast is the Difference
When it comes to comparing lager with ale, the yeast makes all the difference. Lagers yeast sink to the bottom of the wort and ferment at cooler temperatures. Saccharomyces pastorianus is the yeast generally used for the production of lagers, as against its close relative, Saccharomyces cerevisiae, which is used in making ales.
3. The Production matters too
Lagers are produced using the cool fermentation process.This is followed by maturation in a cold storage.
4. Lager takes its name from how it is made
The word lager comes from the German word lagern, which means “to store.” That coincides with its production process which involves storing in a cool place for maturation to occur.
In 1553, summertime brewing was made illegal in Bavaria, restricting the beer-making season to the period between Michaelmas (September 29) and the Feast of Saint George on April 23. The making of beers with yeasts that fermented at lower temperatures flourished as these colder months.
6. The came refrigeration
With the invention of refrigerators, beer could now be brewed all year round. This gave a shot in the arm to lagers leading to commercialisation of the beer type.
7. Lagers can be dark too
Lager conjures images of light, golden coloured-beers with a crisp taste. However, lagers can be dark too, even as dark as Stouts. Lagers from Vienna, Austria come with a deep red amber colour while in Bamberg, Germany, some beer brands use smoked malt to create a lager that is dark in colour and tastes like a campfire.
8. Lager is Nigeria’s favourite
There is an ale called Guinness Foreign Extra Stout, and it is the most popular stout beer in the country. That said, lager still conquers Nigeria’s beer market. If you asked the common Nigerian with no rich knowledge of beer, he will argue that stout is not beer, because to him beer is gold and crispy – which is exactly how most lagers in Nigeria look.