The Lagos State government is collaborating with beer brewers in the
country and their counterparts across the globe to create maximum excitement
during the week-long fiesta that will climax with the Independence Day Mega
Concert to commemorate Nigeria’s independence.
The festival, which will promote responsible drinking among
drinking-age (which is 18 years and above) consumers at all its touch points,
will be held at the Lagos Atlantic City to give it a carnival atmosphere from
Day 1 to the very last second. It will be a gathering of the largest community
of beer consumers from across the country and beyond.
The organizers of the Nigeria Beer Festival, On and One Event (001)
Limited, said that the Lagos State government, which is passionate about
tourism, will provide massive institutional support, particularly security,
transport and related logistics.
The event, according to the organizers, will see Nigeria enrol into the
league of Beer Festivals around the world, and boost the country’s tourism
opportunities.
Akinola Oluwaleimu, General Manager of 001, revealed that the
world-acclaimed Oktoberfest (Beer Festival) in Munich attracts more than
50,000 tourists to Germany every year, while other countries in Europe and the
Americas have caught the bug.
“Nigeria Beer Festival will be a carnival week of entertainment, sales
and marketing and a gathering of the largest community of beer consumers from
across the country and beyond with economic value for the brands and the
economy at large,” Oluwaleimu assured.
The Nigeria Beer Festival will provide a fitting ambience to showcase
fashion and lifestyle, as well as culture in a carnival atmosphere with various
beer brands and other alcoholic drinks in Nigeria connecting with their
existing and potential consumers.
This culture touch point is in line
with the view of social scientists that that beer is among the symbolic
vehicles for identifying, describing, constructing and manipulating cultural
values and interpersonal relationships. They classify different alcoholic
beverages in terms of their social and cultural meanings.
Historians submit that Beer has always
been popular – since times of ancient Babylon and Greece, Mesopotamia and Egypt
and is one of the oldest beverages humans have produced, dating back to at
least the fifth millennium BC.
Anthropologists and archaeologists also
believe that it was a taste for beer, not bread that started the cultivation of
barley in around 9000BC, known as the agricultural revolution. Beer didn't just
change the world; historians insist it saved it!
Meanwhile partners of the forthcoming Nigeria Beer Festival are also
assured of world-standard facilities as the organisers of the Nigeria Beer
Festival have partnered with reputable and qualified architects from Europe to
design modular stands to fit into any shape or style desired by exhibitors.
Oluwaleimu said that Governor Akinwunmi Ambode is expected to close the
festival during the Independence Day Mega Concert that will parade an array of
A-list Nigerian artistes, which will feature eye-popping fireworks display.
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