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.
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.
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.
Beer is arguably the most popular alcohol beverage in the world today. To prove that, there is hardly any bar you walk into that you won’t find a bottle of beer, except it exclusively does not deal in beer.
However, as popular as beer may be, many people are still at sea about how best to enjoy the refreshing beverage. A lot others fear that it will give them protruding tummies so they shy away from the frothed drink.
That notwithstanding, beer can be enjoyed and its refreshing taste maximised despite all the misconceptions surrounding it.
Here are 5 tips on how to best enjoy beer:
1.Go for the right brand
Never settle for less, go for what your taste craves – that is always the best beer for you. Note that there are different types of beer, each appealing to a different kind of palate. There are ales, ciders, lagers, stouts, bitters, wheat beer and craft beer – go for whichever one suits your style and taste.
2. Always use the right glass
Whether it is a mug, a pilsner glass, a pint, a goblet or a Weizen glass – always use the right glass for your beer. Ensure not to have your beer glass washed with soap as that takes the head off the beer and makes it sog. It is preferable to wash with only clean sponge and rinse with warm water.
3. Pair with food
Beer can be paired with food, just like wines and spirits. However, because it is a really filling drink, it is always best to pair it with a light meal. Most Nigerians love to pair their beer with barbecued fish or meat and there is no wrong in that. However, beer can also be paired with fried foods, and if your beer is sweet, go ahead and pair with grapes or cheeses.
4. Pour the right way
Because beer effervesces a lot, there is a certain technique to pouring it in order to have all the liquid in the glass. The technique involves a slow pouring with the glass held at a 45-degree angle to the bottle. When poured this way, you will have the beer stream down the mid section of the side of the glass, and allowing the head ( foamy stuff) to form slowly. By the time you are done pouring, the head should take up 1″ to 1-1/2″ of the glass.
Alternatively, you can try the double-pour method which is quite popular with Guinness stouts. It involves pouring the glass half-full such that the head takes up the remaining space. Wait for the head to dissipate a bit, then pour the remaining aiming for the head to take up 1″ to 1-1/2″ of the glass.
If poured hurriedly or wrongly, you will just end up having a drink with a ‘big head’ and ‘small body’; I’m sure most new beer drinkers have had that frothing experience.
5. Drink up – the right way.
Do not gulp! That is disrespectful to the drink. Take time to admire the beer in the bottle, the tiny bubbles floating upwards, and see if the head is foamy or creamy. Swirl the beer, just as you would a glass of wine, to release the flavours and take a whiff of the beer. Take a sip and allow it to ruminate in your mouth before swallowing – this allows you to feel the taste and flavour of the beer. Finally, drink up before it gets warm and stale.
All alcoholic drinks are diuretics, and are sure to leave you dehydrated after drinking, so it is best to drink water as you drink your beer for a better after-drink feeling.
Eat before you drink as this does not only slow down the effect of the alcohol on your system, but will also make you drink less as the beer is equally a filling drink.