By Uche Kalu
Life Continental Lager Beer is partnering with the Nnewi community in Nnewi North LGA, Anambra State, to celebrate the 2025 Afia Olu festival.
The Corporate Affairs Manager (East), Joy Egolum, disclosed this during a courtesy visit by Nigerian Breweries Plc to the Traditional Ruler of Nnewi Kingdom, His Royal Majesty, Igwe Kenneth O. Orizu, at his palace in Otolo Nnewi on Saturday.
She described Life Continental Lager Beer as a brand that celebrates the resilience, ambition, and unstoppable drive of the Igbo people, proudly embracing Nnewi’s rich cultural heritage by strongly backing the 2025 Afiaolu festival.
The Manager explained that the visit was in recognition of the significance of the upcoming Afiaolu Nnewi festival, where Life Beer would feature prominently.
She noted that Life Continental Lager Beer, as a brand, has consistently supported traditional festivals, promoted Igbo culture, and showcased the rich cultural heritage of Eastern Nigeria, particularly in Nnewi.
“Afia olu is something we have always featured, but this year we are doing something different. We are revving up our participation and our presence because we want to put our money where our mouth is, and highlight the beauties of the eastern tradition, the culture of the east,” she said.
She added that “When you come to Nnewi, you have a people who resonate with what Life Beer stands for, their resilience, their enterprise and of course their culture which has been propagated and preserved for many, many years. And we are pleased and very honoured to have the blessing of the oldest monarch in this regard.”
Joy Egolum revealed that the 2025 Afia olu festival will be an unforgettable experience, with Life Beer transforming the arena into a spectacular sight. Highlights will include a showcase of traditional Afia olu festivities, a celebration of agriculture with the tallest yam pyramid, and a culinary experience featuring celebrity chefs of Eastern descent sharing their expertise with local counterparts. The festival will also honor the largest yam of the season. “There will be life-changing prizes to be won at this year’s Afia olu,” she announced, adding, “and you’ll enjoy free beer, courtesy of ‘the Obiagu’ at the festival.”
Welcoming the entourage, on behalf of HRH, Igwe Orizu and the people of Nnewi, Prince Obi Orizu expressed gratitude to Life Beer for supporting the Afia olu festival and other cultural activities of Ndi Nnewi.
He noted that Nnewi people and Nigerian Breweries have enjoyed a long-standing, mutually beneficial relationship and expressed his desire to not only sustain it but also take it to greater heights.
According to Chima Dim, Senior Brand Manager, Life Beer, “Afia olu is more than a festival — it is a bold statement of who we are. “We are proud to walk hand-in-hand with the people of Nnewi in celebrating not just the harvest, but the heritage, ambition, and powerful cultural identity that define the Igbo spirit. This year, we’re not just participating — we’re innovating.”
For Ndi Nnewi, Afiaolu is more than a harvest ritual; it’s a season of gratitude to God, unity, and cultural pride. It’s a time for families, masquerades, communities, and friends from far and wide to come together in joyful celebration, marked by merriment, food, and music, pulsing with vibrant community energy.
Life Continental Lager Beer is a leading regional brand from Nigerian Breweries, proudly brewed to celebrate the resilience, ambition, and unstoppable drive of the Igbo people. Known as the “Beer of Progress,” Life Beer is deeply connected to the culture, values, and entrepreneurial spirit of the South-East. Every bottle is a tribute to heritage, hard work, and the courage to move forward.
