Event: Lager Beer Hero receives Red Cork Title: “Mmanya ejiri mara Igbo”
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Lager on the stable of International
Breweries Plc, a proud part of the world’s largest brewer,
Anheuser-Busch InBev, has been crown a Red Cork and the title of “Mmanya ejiri mara Igbo.” The Obi of
Onitsha, His Royal Highness, Igwe Nnaemeka Alfred Ugochukwu Achebe,
has giving his blessings to commence the Red Cap ceremony in Onitsha,
Anambra State, on 12th May, 2018 amid applause and excitement by
hundreds of Nigerians who thronged the venue of the event, the King’s
Courtyard, Ikpeazu Stadium, Onitsha.
The red cap ideology is of high importance to the
South Eastern people of Nigeria as it represents the peak of achievement,
societal status and recognition for any individual or brand. Launched into
the Nigerian market in August 2012 without much fanfare, Hero lager beer warmed
its way into the hearts of consumers in the South Eastern region and became a
symbol of inspiration. The success of the brand draws from its strategic
cultural resonance with the people and has catapulted Hero Lager from zero to a
market leader in the region. Furthermore, consumers have christened Hero, ‘Oh
Mpa’, in reverence and as a mark of respect (Mpa means father in Igbo
language).
Igwe Achebe added that Hero lager beer is a
premium brew crafted by the people and for the people, a beer that is a
rallying point to all Igbo men and others who need that new strong center of
hope and strength to accomplish great things. Hero is also the first beer brand
to be awarded a symbolic title in Nigeria.
Arne Rust, Marketing Director,
International Breweries Plc., said the ceremony represents the essence of the
brand. “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 for the culture and
tradition of the people, and we will consistently seek ways to showcase our
culture and positively impact the society,” he said.
On his part, Marketing Manager Hero Lager,
International Breweries Plc., Nigeria, Obumneke Okoli, said,
“We want to use this opportunity to show our appreciation to our eastern
brothers who have received the Hero lager beer as one of their own. 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. The
people are happy, excited with a burning flare in them all because of this
beer. For this, we say thank you.”
The
red cap ideology is of high importance to the South Eastern people of Nigeria
as it represents the peak of achievement, societal status and recognition for
any individual or brand. Speaking when he received the International
Breweries Plc team in his palace, HRH, Igwe Achebe commended the management of
the company for the honour of commemorating the milestone in Onitsha, the
commercial nerve-centre of Anambra State and home to one of its plants.
The event, he said, speaks to the fact that
International Breweries Plc., values and appreciates the people of the
community wherein it operates, adding that since the inception of the brewery
in Onitsha, International Breweries Plc., has not only created jobs for the
people but has also being very supportive of activities in the area.
“I must commend the
efforts of the company. This is surely worthy of emulation. Today, as we knight
Hero lager beer and award it the title of “Mmanya ejiri mara Igbo” (A symbol of
inspiration), our prayer is that the brand continues to do well.” Arne Rust,
Marketing Director, International Breweries Plc., said the ceremony represents
the essence of the brand.
“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
for the culture and tradition of the people, and we will consistently seek ways
to showcase our culture and positively impact the society,” he said.
On his part, Obumneke Okoli, Marketing Manager Hero
Lager, International Breweries Plc., Nigeria, said, they want to use this
opportunity to show our appreciation to our eastern brothers who have received
the Hero lager beer as one of their own.
“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.
The people are happy, excited with a burning flare in them all because of this
beer. For this, we say thank you.”
The
red capping of Hero will run as an integrated marketing campaign during which
people and Nigerian men would be rewarded in recognition of their efforts and
mission to “Go! Be the Hero.”
As
sponsors of the FIFA World Cup 2018, Hero will be wishing the Eagles farewell
as they leave for Russia with the unveiling of the world’s biggest football
message written with people-“Eagles Be Fearless, Go Be the Hero.” Enjoy
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