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Life Lager Sign Unveil Rapper Phyno as New Brand Ambassador

life beer phyno brand ambassador

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.


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How Hero Lager Beer Became a Red Capped Igbo ‘Chief’

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.

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AB InBev to serve Nigerians with Affordable Beer Brands

AB_InBev |

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.

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Did You Know ‘Witches’ Once Brewed Beer?

Witches_and_beer |

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.


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AB InBev New $250m Sagamu Brewery to Start Operations Soon

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Nigerians get set to drink even more beer as Anheuser-Busch InBev (AB InBev) conclude plans to launch its new $250 million brewery in Sagamu.

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.

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Does Alcohol Make You More Attractive to Others?

does-alcohol-make-you-attractive |

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.

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How Alcohol Makes You More Creative

Alcohol and Creativity |

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.’

The Research

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.



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8 Lager Beer Truths Every Nigerian Beer Lover Should Know

Lager Beer |

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.

5. Summertime restrictions helped Lager’s popularity

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.

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10 Ways Beer Could Help You Stay Healthy

Beer |

Beer is the water of the gods and froth of legends. The magical combination of barley, wheat, and water is one of the amazing wonders of the world.

Unclad yourself of all the bad things you have heard about beer, there are surprising benefits of this frothed drink that will make you just want to keep drinking. Not only is it refreshing and a good way to unwind at the end of the day, beer offers essential benefits to keep you healthy and disease-free.

The important thing is to drink responsibly – like a boss.

Here are 10 amazing goodies that beer bestows on your health:

  1. Anticancer Properties

    Just like red wine, beer has been proven to be very useful in preventing cancer. Xanthohumol, the flavonoid compound found in the hops commonly used in brewing beer helps in the chemoprevention of cancer, including prostate cancer.

  2. Increases Bone Density

    Fractures and osteoporosis are things one can least fear when one takes beer in mild quantities. This is because it has compounds that increase bone density, making it strong and able to withstand hard hits.

  3. Rich in Vitamin B

    Beer has been confirmed to be rich in B vitamins from the yeast. When unfiltered, beer contains rich amounts of vitamins B3, B6 and folic acid (B9). B3 aids in cell repair and B6 ease PMS. Folic acid aids in colon cancer prevention.

  4. Reduces Risk of Heart Disease

    Forget that fable that red wine is healthiest alcohol drink, beer is equally as healthy especially when it comes to reducing the risk of heart disease. A Kaiser Permanente study says the risk of suffering heart disease for beer drinkers were lower than for wine or whiskey drinkers.

  5. Stress Reduction

    Ever had a cold glass of beer at the end of a stressful day at work? Please try it and come back to give the testimony. Beer has been proven to reduce high-level stress. Mayo Clinic confirms that moderate consumption of beer reduces stress and anxiety, known contributors of heart disease. By moderate, that is, 12 ounces per day for women and 24 ounces per day for men.

  6. It Boosts Creativity

    According to a study in the journal Consciousness and Cognition, a glass or two bottles of beer is sure to shoot up your creativity. In a study performed, it was noticed that while 40 men watched a movie and completed verbal puzzles at the same time, the ones who had their blood alcohol level up by 0.75 solved the problems a few seconds faster than their sober counterparts.

  7. Prevents Alzheimer’s

    Here comes Xanthohumol again! Yes, we know that intoxication from a beer can lead to short-term memory loss, but the compound in the hops used to flavour beer has been proven to help protect the brain from degenerative disorders, such as Alzheimer’s and Parkinson’s.

  8. Rich in Fibre

    Beer is rich in fibre which is a natural laxative and relaxes the stomach walls. Beer also prevents food from leaving the stomach pretty quick, thereby slowing down appetite and ultimately preventing overeating.

  9. Acts as a Diuretic

    Yes many of us are still pretty pissed at the rate in which beer takes us to the urinary. Well, it turns out that is just a blessing in disguise because the frequent urinating is the beer acting as a diuretic and helping to keep the kidney clean from stones, as well as the removal of toxins and waste materials from the body.

  10. Beer is Food

    Surprised? Don’t be. Beer contains all the essential balanced diets that make up a good meal. Water, alcohol, protein, fibre, energy carbohydrate, B vitamins, calcium, copper, phosphorus, magnesium, silicon, zinc, iron….just name it. Beer has it all.

So go ahead and have a quick fix of cold beer next time you are hungry and cooked food is far-fetched.


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Everything You Need to Know About Beer Cans

Beer Cans |

While bottled beer remains the most popular in the market, beer cans are quite a novelty that brings a whole new experience in beer consumption.

Beer cans allow for easy drinking – just pull the tab and off you go; and they are also quite portable to carry around – no fear of bottle breaking and all.

Ever wondered when beer cans became a thing or how long they have existed in the market? There is a huge history surrounding the emergence of beer cans in the market.

History of Beer Cans

America is the birthplace of beer cans, and has been the breeding ground for cans for years now. Can beer did not come into the market until after the end of the Prohibition period in America.

Krueger’s Ale and Krueger’s Beer were the first canned beers sold. It was launched by brewer Gottfried Kreuger, of Newark, New Jersey on January 24, 1935. That date will later be known as the Beer Can Appreciation Day.

The success of the Gottfried Krueger Brewing Company started in June of 1934, when four cans of beer were delivered to one thousand homes in the Richmond, Virginia area. Also, prior to this, a brewer in Montana had approached the American Can Company about canning beer in 1909.

By July 1935, Tru-Blue Beer and Ale appears in cans (made by National Can Company) becoming the second canning company to enter the market. This was followed by can beers by Pabst, Schiltz and Heekin, all within the same year.

The first non-American brewer to package beer in cans was the Welsh brewer Felinfoel, less than a year after Kreuger’s pioneering work, using cans supplied by Metal Box.

Early Problem with Cans

The first beer cans presented a huge challenge, especially for smaller breweries. Because they were flat-topped cans, they required a completely new packaging line. The problem was solved by Felinfoel who used bottle-shaped, or “cone top,” cans sealed with crown caps just like bottles. The cone-top cans were around till late-1960s.

In 1963, pull tab beer cans were introduced by Pittsburgh Brewing Company used the tabs on their iconic Iron City Beer and consumers loved them.

Because there were easily removable strips of metal, they became a whole new set of problems. Litterbugs seemed determined to scatter the sharp metal tabs everywhere. Pets and wild animals often choked on them and they cut swimmers’ feet at the beach.

In 1975, the first fixed tab beer can was introduced by Falls City Brewing Company of Louisville, KY. The design caught on has remained relatively unchanged since.

Modern Innovation and the Future

The standard-sized 16oz, or 440ml, can which is popular today was first introduced in Britain in the mid-1950s by Tennent’s.

The next major achievement in can  came in 1958, when the first aluminium can was produced by the Primo brewery in Hawaii. It was 1967 before the ring-pull made it to the UK. In 1990 came the stay-on ring-pull arrived.

However, the Holy Grail for canned beer is the innovation of the self-chilling can. Several prototypes have seen the light of day, but the cost of production remains a barrier to commercial production. Canadian brewer Labatts’s launched a can with an insulated shrinkwrap label to keep beer cooler for longer in 2005.