Hero lager, a premium beer brand from the stables of International Breweries Plc, the Nigerian subsidiary of Anheuser-Busch InBev, celebrated the 17th edition of the annual Ofala Festival in Onitsha with the Obi of Onitsha, His Majesty, Igwe Alfred Achebe and his subjects at the Ime Obi (his palace). The beer brand is a major sponsor of the event.

The event which attracts dignitaries from far and wide serves as rites of renewal of the Obi (King) and has over the years grown to include neighbouring towns in Nnewi and Ukpo in Anambra State.

With the recent conferment of a ‘red cap’ crown cork title by the Obi on the lager brand as “Mmanya ejiri mara Igbo” (The beer with which Igbos are known), the premium beer brand is seen in the same light as a red cap chief throughout the entire South Eastern States of 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.

The 17th edition of the Ofala festival wrapped-up on Monday, 8th October, with a Royal Banquet in honour of Igwe Alfred Achebe who has been on the throne since 2000, at the Dolly Hills Hotel, Onitsha.

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Center: Managing Director, International Breweries Plc, Annabelle Degroot at the 17th Edition of the Ofala Festival in Onitsha, Anambra State on Saturday, 6th October 2018

L-R: Managing Director, International Breweries Plc, Anabelle Degroot and Marketing Director, Arne Rust, also of IB Plc at the celebration marking the 2018 edition of Ofala Festival in Onitsha, Anambra State on Saturday, 6th October, 2018

International Breweries Plc (“IB Plc”) said it rang-up a net loss of ₦7.1bn for the first nine months of 2018. This is despite seeing a revenue growth of 128% to ₦83bn in the period from ₦36.5bn in the prior year.

The Nigerian unit of Anheuser-Busch InBev said skyrocketing net finance cost was to blame as it rose 187% to ₦9.2bn.

IB has been consolidating its holdings in the country as well as ramping up capacity to take on rivals, Nigerian Breweries Plc and Guinness Nigeria plc. The company merged its three breweries in the country (Intafact Beverages Ltd, Pabod Breweries and Int’l Breweries) into one as it completed the construction of a fourth brewery in Sagamu in August, said to be its second largest in Africa after one it owns in South Africa at a cost of $250 million.

With the massive build-up to take on its entrenched rivals, costs have been severely stretched. Administrative expenses grew 171% to ₦19bn, from ₦7bn in the previous year. Operating Profit plunged 33% to ₦2.8bn from ₦4.2bn in 2017.

International Breweries launched premium beer brand Budweiser in Nigeria in April, which has grown strongly, according to AB InBev in its most recent Q3 update.

International Breweries Plc (“IB Plc”) has announced the appointment of Mr. Andrew Scott Murray as a Non-Executive Director of the Company.

According to a statement from the company, Mr. Murray is currently the Vice-President, Finance for AB InBev Africa, leading the finance function across the AB InBev Africa operations, based in Johannesburg, South Africa. Prior to that, he was the Global Director, AB InBev M&A based in New York with exceptional track record of handling transactions and corporate disposals of different description and magnitude. He was also part of the AB InBev’s focused group on Budgeting and Business Performance Optimization.

Before joining AB InBev in 2013, Andrew worked at Bain & Company, a global management consulting firm for approximately 7 years. He holds a BA in Mathematics and Economics from Williams College and an MBA from The Kellogg School of Management (Northwestern University).

International Breweries Plc, the Nigerian subsidiary of AB InBev, the world’s largest brewer has appointed leading communications consultancy, XLR8 to manage its public relations. The appointment which is sequel to a competitive bid, will see XLR8 taking responsibility for all of the company’s corporate as well as brand-related communications.

International Breweries is home to celebrated global brands like Budweiser, Castle, Castle Lite and a host of rave-making Nigerian brands like Hero, Trophy, Beta Malt, Grand Malt and many more. Last August, it formally commissioned its fourth brewery in Nigeria, the $250million Gateway Brewery Sagamu, which holds the record as the biggest brewery in Nigeria and across West Africa. Its other breweries are located in Ilesa, Onitsha and Port Harcourt.

According to Otunba Michael Daramola, the company’s Legal and Corporate Affairs Director, “we are building an organization to last – brewing quality beers that consumers love and building brands that will continue to bring people together for the next 100 years and beyond.” He added that “evidently, we need excellent partners on this journey. On the basis of its robust pedigree and compelling presentations, we are very confident that XLR8 possesses the wherewithal to add real value to our quest to continue to bring people together for a better world.”

Chief Executive Officer of XLR8, Calixthus Okoruwa, enthused that “XLR8 is honoured and humbled by this opportunity to be of service to an organization whose iconic brands have become subjects of awe-inspiring case-studies in the world’s best business schools.” XLR8, he said, shares the AB InBev dream of bringing people together for a better world. “We will consistently strive to justify the trust and confidence which International Breweries has reposed in XLR8.”

Founded in 2004, XLR8 has rapidly grown to become one of the leading and most respected communication consultancies across the West African sub-region. Its clientele over the years has cut across diverse industry sectors including technology and telecommunications, fast moving consumer goods, banking and financial services, broadcasting and entertainment as well as the public sector. XLR8 continues to provide communications management services for some of the best known brands in the world.

Trophy Lager beer, a brand from the portfolio of International Breweries Plc has ended a three-day beer festival it organized with a celebration of the Alaafin of Oyo, Oba Lamidi Olayiwola Adeyemi III’s 80th birthday, marked with pomp, music, fun and mouth-watering prizes.

The event which provided an atmosphere of cultural excitement for consumers also saw the brand reward winners in its ongoing National Consumer Promo tagged ‘Honourable Millionaires’ promo. The promo was meant to mark Trophy Lager’s 40 years of facilitating goodwill and celebration for Nigerians.

Speaking on the event, Consumer Connections Manager, Int’l Breweries Plc, Jumoke Okikiolu, noted that the celebrations are two-fold. “On one hand, our decision to celebrate with Kabiyesi is very much aligned with our brand values as he is a personage who stands tall in the promotion of Yoruba socio-cultural values of honour, integrity and quality service. Also, this fiesta has afforded us the opportunity to celebrate and reward our highly esteemed honourable men and women, who have stood with the Trophy brand for 40 years,” Okikiolu said.

Also commenting on the activities, Funso Elubeku, Marketing Manager, Trophy Lager, IB Plc, said: “At the heart of our promotion is the need to provide a memorable experience for our fans. We are empowering 40 Honourables to win N1 million for the duration of the promotion with other consolation prizes such as free instant airtime worth N80 million and N40,000 cash prize weekly for 40 consumers as well.”

International Breweries Plc is a subsidiary of Anheuser-Busch InBev.

International Breweries Plc (IB Plc) Hero’s Foundation Kick-start programme on Tuesday, 18th December awarded N84.5m business grants to 44 budding entrepreneurs as part of the company’s Corporate Social Initiative.

The lucky entrepreneurs who were selected from over 120 participants received the grant at an award ceremony of the third edition of Hero’s Foundation Kick-Start Programme which held at the Dolly Hills Hotel, Onitsha, Anambra State.

The selection process started with the call for applications in August 2018. Over 120 successful participants were invited to a rigorous one-week business training at the Nnamdi Azikiwe Business School in Awka after which they submitted their business proposals. The proposals were judged based on the strength and sustainability of the business ideas by a team of judges led by Professor Chukwuma Osisioma who carefully selected the final winners of the Programme.

Chairman of the Foundation, His Majesty Nnaemeka Alfred Achebe, The Obi of Onitsha (Agbogidi), urged all the awardees to use their business grants and all they have learned during the business training to create value for themselves and the society.

“I urge you all to absorb everything you have learnt during the business training and apply them to your businesses as you move forward. Running businesses is not for the faint-hearted, especially in Nigeria. I urge you all to keep pushing, do not relent, make the most of this amazing opportunity you have been gifted to create value for yourself and for the society.”

The Executive Governor of Anambra State, Chief Willie Obiano who was represented by his deputy, Dr. Nkem Okeke, thanked International Breweries Plc for continuing to train, empower and encourage young entrepreneurs in the country.

“The Hero’s Foundation has taken upon itself the mission to instill the culture of entrepreneurship in our youth by empowering them with much-needed training and funds to start-up new businesses or expand already existing ones.

“This brilliant purpose has pleased the governor, as well as fellow members of his administration because bridging the gap between the youth and productivity is a project we embark on with sincere passion,” Okeke said.

Eze Calista, one of the top winners at the award ceremony who spoke on behalf of the awardees, expressed gratitude to International Breweries Plc for giving them with the opportunity of a lifetime by providing access to business professionals and experts during the business training, millions of naira in business grants and a year-long mentorship.

The Hero’s Foundation Kick-start programme is a Corporate Social Investment (CSI) of International Breweries Plc aimed at instilling a culture of entrepreneurship among Nigerian youths. The programme kicked off in 2016 with the five core eastern states. The programme this year included Bayelsa and Rivers States.

International Breweries Plc, the Nigerian unit of global beer company, Anheuser-Busch InBev has recently completed a number of projects, under its corporate social investment initiatives, across several communities in Osun, Ogun and Oyo states. These projects were recently delivered to the communities.

According to the company, the projects were part of the its strategic policy of impacting the communities where it operates, especially in the areas where basic amenities are either lacking or inadequate. The projects include solar-powered boreholes, an adequately equipped primary healthcare centre and a sanitary facility.

A newly renovated primary health centre was donated to Esa-Odo community in Osun state along with critical equipment including weighing scales, wheelchairs, mattresses, a generator, among other hospital equipment, to facilitate the efficient running of the facility.

Ilase-Ijesha community in Ilesha Osun State; Obafemi-Owode and Orile-Imo Logbara communities in Sagamu, Ogun State; and Christian Mission School for the Deaf in Onireke, Ibadan, Oyo state, each received a solar-powered borehole. Omi-Asoro Elementary Primary School, also in Osun State, received a newly built sanitary facility.

Speaking on behalf of International Breweries, Legal and Corporate Affairs Director, Michael Daramola, said the aim of the donations was to positively impact communities and improve their overall wellbeing.

“We are here to hand over completed projects as promised. At International Breweries, we strive to impact every community where we operate and make it better than we met it.

“As a result, our projects are designed to be beneficial to the whole community and this is the essence of our give-back policy as encapsulated in our CleanerWorld and BetterWorld programmes, comprising water, health, culture and economic empowerment.

“We are glad we are able to play our own little role as a business, and hope it will make a difference in the lives of the people, especially women, children and the vulnerable in the society,” Daramola added.

In their remarks, the royal fathers present commended International Breweries for providing the facilities and always responding positively whenever it was called upon by the people. They urged the organisation not to relent in supporting the efforts of the government in providing basic amenities for those at the grassroots and promised to continue to maintain peaceful and cordial relationships with the organisation.

Speaking on behalf of Obokun East Local Community Development Area, Osun State, the chairman, Omole Ishola, said: “It has always been the government’s plan to equip every health centre and hospital, as well as provide drugs for patients in the state but the plan has always been hampered by lack of funds. The intervention of International Breweries, especially as it caters for pregnant women, is a welcome development. We are indeed grateful.”

At the Obafemi Owode Primary Health Centre, Director of Investment, Ministry of Commerce and Industry, Ogun State, Mr. Adedayo Somoye, said what International Breweries did for the community was very commendable noting that the company has operated in Ogun State for less than a year.

“I enjoin the community to protect this project for the good of everyone. We should also allow International Breweries to grow and make profit before they are bombarded with requests,” Somoye added.

International Breweries Plc, the Nigerian subsidiary of Anheuser-Busch InBev (AB InBev) has announced the appointment of Mr Richard Rivett-Carnac to its Board as a Non-Executive Director.

In a statement, the company said that Mr Rivett-Carnac is the Mergers and Acquisitions/Treasury Director for AB InBev Africa, based in Johannesburg, South Africa. He is a Chartered Accountant and was an investment Banker with Barclays Capital U.K. He also worked with KPMG ABMiller group in 2009.

Mr Rivett-Carnac holds a Bachelor of Business Science degree from the University of Cape Town and a Bachelor of Commerce Honours (Accounting) from the University of Natal Durban. He is a member of the South African Institute of Chartered Accountants. Mr Richard Rivett-Carnac replaces Mr Phillip Redman who recently resigned his appointment as a Non-Executive Director.

International Breweries Plc, the Nigerian unit of Anheuser-Busch InBev recently hosted its distribution partners across the country to a gala night at the Sheraton Hotel, Lagos. The event was an opportunity for the company’s distributors, trade partners and other key stakeholders within the distribution value chain to exchange ideas, as well as deepen business relationships. It also provided the company an opportunity to fete and commend the performance of the distributor partners, with those who had excelled in their performance in the recent financial year, winning delectable prizes.

In her remarks, Managing Director, International Breweries PLC, Mrs. Annabelle Degroot, hailed the company’s distributors.

“We want to spend this evening celebrating and thanking our special partners in our business, our distributors. The successes we recorded in 2018 would not have been possible without your hard work and commitment,” she said.

While commending the stellar performance, however, Mrs. Degroot reminded the distribution partners that “standing still was not an option, going forward,” adding that as a very ambitious organization keen on meeting the needs of consumers across the country, neither the International Breweries PLC organization nor its trade and distribution partners would rest on their oars. “We are looking forward to a 2019 that will be even more impactful than 2018.”

Speaking on the role and the relationship that exists between the company and its valued distributors, National Sales Director, Godwin Oche, said: “Our distributor-partners play a very critical role in our supply chain and I am particularly proud of the synergy that exists between them and our team.”

“From overseeing the movements of products from our factories to the points of sale and managing all attendant risks, our distributors have been able to bring real value to our consumers and in good time too, which has helped to enhance our reach and ensure year-round availability of our leading product brands across the country,” Oche said.

Speaking further, Mrs. Degroot assured the distribution partners that in the best traditions of ABInBev, International Breweries PLC would continue to engage them closely and render support to their businesses.

Mrs. Degroot also reminded the distribution partners about the company’s commitment to its communities and sustainability in general. International Breweries PLC, she said, will continue to invest in the provision of potable water to its communities, while also availing prospective entrepreneurs with entrepreneurial training and support including mentorship. The company, she added would, by virtue of its membership of the Beer Sector Group of the Manufacturers’ Association of Nigeria, remain very committed to driving responsible alcohol use in Nigeria.

The highpoint of the gala night was the presentation of prizes to top performers amongst the distributors. Prizes included Sports Utility Vehicles (SUVs), Saloon cars and delivery trucks among several others.

Speaking after the event, several of the distributors expressed delight at the disposition of International Breweries PLC towards the members of the distribution value chain. They expressed a determination to continue to exceed the company’s expectations.

See photos from Int’l Breweries Gala night

L-R: Managing Director, International Breweries Plc, Annabelle Degroot; Winner of IB PLC distributor’s National Award and Managing Director, Mac-Den Ltd, Dennis Okorie; Mrs Adaobi Okorie and National Sales Director, IB PLC, Godwin Oche, at IB’s Distributors’ Gala night held at Sheraton Hotels, Lagos, recently.

International Breweries Plc, the Nigerian subsidiary of global brewing company AB InBev announced on Tuesday the reasons for the delay in release of its 2018 full year results, before the regulatory due date of 31 March 2019.

In a statement released to the Nigerian Stock Exchange (NSE), the brewer said that the late filing is occasioned by the follow-up activities to the merger with its sister companies which was concluded in December 2017, adding that integration processes are still ongoing. Also, the appointment of a new External Auditor in compliance with the Securities and Exchange Commission’s Code of Corporate Governance for Public Companies, 2011 (SEC Code) regarding the 10-year tenure for External Auditors added to the delay.

The Company assures its shareholders of filing the accounts within the extended period granted by The Exchange, and that the Board and Management are committed to ensuring the highest level of corporate governance and sustenance of stakeholder value. The statement did not state the extension date granted by The Exchange.

International Breweries Plc has announced the appointment of Olutoyin Modupe Odulate as an Independent Non-Executive Director of the company.

According to a statement released on Tuesday by the brewing company, Odulate is a seasoned Consumer Goods and FMCG senior management professional with over 16 years of multi-national corporate experience in retail management & distribution, supply chain optimization, strategic development, operational planning, risk management, business development, product development, branding and marketing across the telecoms, management consulting & Consumer Goods /FMCG industries.

Odulate has held past senior roles including missions at L’Oreal, MTN Nigeria & Accenture and most recently as Regional Director Anglophone West Africa at Danone ELN where she worked for 6 years.

She is a subject matter expert in retail, distribution, supply chain & cross-country regulatory management across key Sub-Saharan African markets. She is also well-versed with matching international best practices and standards to local complex environments through past detailed assignments in the US, Europe & Sub-Saharan Africa.

Toyin Odulate is currently the Founder & CEO, Olori Beauty Enterprise LTD, an African multi-brand cosmetics manufacturing start-up, based in Lagos, Nigeria.

Her Company, Olori Cosmetics, was recently featured and awarded in the Companies to Inspire Africa 2019 report by the London Stock Exchange Group.

Toyin is also a Non-Executive Director at Afrinvest West Africa Limited. “Her experience would be of immense value to the Board of Directors of the Company,” the statement read.

International Breweries is the Nigerian unit of AB InBev.

Anheuser-Busch InBev (AB InBev) has said it expects its investment in the newly built Sagamu Brewery to hit $400 million.

The company’s Chief Executive Officer, Carlos Brito, disclosed this on Wednesday while responding to reporters’ questions at a media briefing in Johannesburg, South Africa.

He said that the $250 million brewery has already started operation and capacity will be expanded in phases, but did not provide a timeline for the next phase.

“Nigeria (is) becoming a more and more important market as we grow in that market,” he said.

“I mean we’re growing double digits, we didn’t grow in the past as fast because we were lacking capacity and now that we have capacity, strong brands and (a) great group of people we’re challenging the status quo there.”

AB InBev is the parent company of International Breweries Plc which has four breweries in Nigeria.

International Breweries Plc (“IB Plc”), the Nigerian unit of Anheuser-Busch InBev (AB InBev) has commended Ogun State Government for its friendly policies that has fostered the growth of business.

The commendation came during the inauguration ceremony of the new Ogun State Governor, Prince Dapo Abiodun, at the Moshood Abiola Stadium, Abeokuta. The company’s Legal and Corporate Affairs Director, Otunba Michael Daramola,  said that through favourable government policies, the company was able to build a state-of-the-art brewery, which began operation in 2018. He expressed hope that the new administration will sustain and improve on the favorable policies of the previous government.

“As a responsible corporate citizen, we will always rejoice with the good people of the state and do whatever we can for the betterment of its citizens,” Daramola said.

Speaking in the same vein, the company’s Marketing Director, Tolulope Adedeji, said, “We are never shy of giving back to the communities in which we operate. We deemed it fit to celebrate the occasion with our numerous consumers, who came in their numbers to celebrate another milestone in the state. We want to continue to share in our consumers’ joy and help them celebrate better occasions that are very important to them.”

International Breweries became part of AB InBev following the later’s acquisition of SABMiller in 2016. The company which merged its three breweries in the country in 2017 completed the construction of a fourth state-of-the-art brewery in Sagamu, Ogun State in 2018.

International Breweries’ brands include Trophy Lager, Hero Lager, Betamalt among others.

International Breweries Plc., a member of ABInBev brewer, has flagged off the 2019 edition of Kickstart, an innovative youth entrepreneurship programme that empowers young people with the financial muscle and training to implement different entrepreneurial ventures.

The company also unveiled its new foundation, International Breweries Foundation.

‘Kickstart’ was introduced in 2016 to empower young entrepreneurs knowing that the growth of Nigeria increasingly depends on the ability of its enterprising youth population to unlock their entrepreneurial potential.

The programme, which was only available to youths in the South East and South West, is now open to all youths across Nigeria. The coverage expansion follows the newly established Foundation, which has consolidated the management of all corporate social investment (CSI) initiatives of the company.

This edition focuses mainly on critical areas of agriculture, recycling, manufacturing, healthcare, education, ICT, water stewardship, climate action and crafts among others. The initiative underscores the company’s support for Nigeria’s attainment of the UN Sustainable Development Goals (SDGs), in particular Goal 8 on Decent Work and Economic Growth, and five other related goals.

Chairman, International Breweries Foundation, Peter Bamkole (left); People Director, International Breweries, Marilyn Maduka; Managing Director, Annabelle Degroot; Country Lead, Sustainability and Stakeholder Management, Temitope Oguntokun, and Legal and corporate Affairs Director, Otunba Michael Daramola at the launch of International Breweries Foundation, and kickoff of 2019 edition of kickstart project in Lagos

Managing Director, International Breweries Plc, Mrs. Annabelle Degroot, espoused the power of transformational entrepreneurship saying that the company’s Hero and Trophy brands funded ‘Kickstart’.

The foundation’s advisory board, chaired by Mr Peter Bamkole, will steer the affairs of the foundation.

She said, “KickStart draws its name from the objective of the initiative, which is to empower young entrepreneurs with the basic essentials to kick-start or start-up their business ventures.”

Degroot added, “globally, the power of transformational entrepreneurship to impact growth has become increasingly compelling especially in developing economies like ours. Entrepreneurship helps to create new products and business models, even while availing entrepreneurs fulfilling and dignified livelihoods.”

Also, the Legal & Corporate Affairs Director, IB Plc, Otunba Michael Daramola, stated that 184 youths had received grants totaling N271.129million so far from Kickstart and the number of beneficiaries rises to 680 when those that benefited from the training opportunities are included. He added that 571 additional jobs had been created with 1,392 jobs projected by 2021.

“We have seen young Nigerians excel in interesting and diverse industries. From arts and crafts to circular packaging, from water stewardship to agriculture, our young Kickstart beneficiaries are blazing a trail in different facets of entrepreneurship in our country,” he added.

Interested beneficiaries are advised to apply, stating the nature of their prospective entrepreneurial ventures. The applications are assessed and the most promising business cases are identified. Thereafter, the beneficiaries go through an intensive training programme. Upon completing the training programme, seed capital, up to N3million each, is made available to successful entrepreneurs.

The registration portal for kickstart, which is www.internationalbreweries.org , opened yesterday, Monday June 24, 2019, for all interested youth across the country.

International Breweries Plc, the Nigerian unit of Belgian brewer Anheuser-Busch InBev on Monday announced a loss of N3.8bn for the 12 months through December 2018. This is despite recording strong revenue growth of 230% to N120.6bn. The growth was fueled by the launch of its new brewery in Sagamu, Ogun State as well as a strong marketing push by the company.

The company said that higher cost of sales, a rise in finance cost, in addition to foreign exchange loss were partly to blame for the full year loss. Cost of sales grew by 221% N73.2bn, while Interest expense on borrowings rose by 303% to N15.9bn, from N3.9bn in the previous year, and foreign exchange loss climbed by 29% to N3.1bn.

Administrative and Marketing expenses also skyrocketed to N15.8bn and N20.9bn respectively, an increase of 360% and 244%.

International Breweries has been ramping up its capacity in the country as demand for its products increase. The increased capacity has come at a cost. In a May media briefing, the global CEO of AB InBev, Carlos Brito, while responding to reporters’ questions in Johannesburg, South Africa said that its capacity expansion in the new Sagamu brewery is likely to reach $400m, from $250m.

He added that capacity was being expanded in phases, but did not provide a timeline for the next phase.

International Breweries Plc, on Wednesday, reported a net loss of N3.98bn for the first quarter of 2019, further widening its losses from the previous year. The brewer posted a net loss of N3.8bn in full-year 2018.

The loss came despite strong sales growth of 35.1% in the quarter to N35bn. The firm attributed the loss to a 43% increase in cost of sales to N22.6bn, marketing and promotional expenses which surged 64% to N7.7bn, and net finance cost which jumped 41.1% to N5bn from N3.6bn.

The company also reported a net foreign exchange loss of N364m, a 429% increase from the previous year.

The increased losses are linked to its growth momentum as the company expands its newly acquired capacity to meet customer demands. International Breweries completed the construction of a new brewery in Sagamu, Ogun State in 2018 at an initial cost of US$250m. The global CEO of AB InBev, its parent company, while commenting at a recent media briefing in South Africa said that its capacity expansion in the new Sagamu brewery, which is being expanded in phases, is likely to raise the cost to US$400m.

“Nigeria (is) becoming a more and more important market as we grow in that market,” Brito said.

“I mean we’re growing double digits, we didn’t grow in the past as fast because we were lacking capacity and now that we have capacity, strong brands and (a) great group of people we’re challenging the status quo there”.

International Breweries beer brands include Budweiser, Hero Lager, Trophy lager, Beta malt, among others.

Budweiser, the premium beer brand from Anheuser-Busch InBev (AB InBev) has announced it will be launching a global campaign as it enters into a multi-year partnership with two of the world’s biggest soccer leagues, Premier League and LaLiga.

According to Chief Marketing Officer of AB InBev, Pedro Earp, “As the world’s most valuable beer brand, we will launch a global ‘Be a King’campaign in conjunction with these partnerships. This campaign will inspire fans around the world by bringing them closer to the kings of the game.

“Activations for the campaign will include limited edition bottle packaging, showcasing the iconic league trophies, exclusive viewing parties, broadcast media assets and content partnership designed to celebrate the greatness of the players on the field and the cultural impact of the players off the field.”

“We are excited to kick-off these long-term partnerships with the Premier League and LaLiga, two world-class football competitions. These partnerships will allow us to further connect with key consumers and football fans across the globe. We are passionate about football, and so are our consumers, so we couldn’t be prouder to celebrate the sport, the players, and most importantly, the fans.”

“These new partnerships will be activated across five continents and in more than 20 countries including the United Kingdom, China, South Africa, India, Chile and Nigeria,” he said.

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International Breweries Plc on Wednesday reported a net loss of N6.8bn for the first half of the year ending on 30th June 2019, further widening its losses by 141%. In the same period in 2018, the company incurred a net loss of N2.8bn.

The loss came despite a 29% increase in sales to N69bn. The company attributed the loss to higher cost of sales of 41% to N45.4bn, a net impairment charge of 179% and a surge in administrative expenses by 66.54% to N13bn.

The widening losses are linked to its growth momentum as the company expands capacity to meet customer demands. International Breweries completed the construction of a new brewery in Sagamu, Ogun State in September 2018 at an initial cost of US$250m. The global CEO of AB InBev, its parent company, while commenting at a recent media briefing in South Africa said that its capacity expansion in the new Sagamu brewery, which is being expanded in phases, is likely to raise the cost to US$400m.

“Nigeria (is) becoming a more and more important market as we grow in that market,” Brito said.

“I mean we’re growing double digits, we didn’t grow in the past as fast because we were lacking capacity and now that we have capacity, strong brands and (a) great group of people we’re challenging the status quo there”.

In its half-year results ending in June, AB InBev reported continued double-digit revenue and volume growth in its Nigerian subsidiary, driven by its core portfolio as well as Budweiser in the premium segment.

International Breweries beer brands include Budweiser, Hero Lager, Trophy lager, Beta malt, among others.

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International Breweries Plc (“IB Plc”), the Nigerian unit of global brewer Anheuser-Busch InBev (AB InBev) is set to unveil a new reality TV show in the South East called “The People’s Hero”. The show is part of the company’s effort to celebrate the rich cultural heritage of the people of southeastern Nigeria.

The Marketing Director of IB Plc, Tolulope Adedeji, said that “The People’s Hero” which is scheduled to run from August through December 2019 is aimed at rewarding ingenuity and passion.

“The People’s Hero promises to be eventful, educative, engaging and entertaining. Participants in the show will be coached by highly experienced individuals in the arts. Also, they will be tested and judged by renowned artists who have made their mark in the entertainment industry,” Adedeji said.

She added that auditioning would be held in Enugu and Owerri in August, with no fewer than 60 participants selected from both cities and later pruned to 20, who would eventually contest for the star prize of N7m.

“The show will require the participants to display their skills in either singing, acting, spoken word or dancing, which will revolve around their understanding of the Igbo culture.”

The first and second runners-up in the reality show would receive cash gifts of N2m and N1m, respectively.

“The best part of the show is that anybody who is fluent in the English Language, Pidgin English, Igbo or any other indigenous language within the South-East and the South-South geo-political zones is eligible to participate in the show, which is open to people of Igbo origin and non-Igbo people who speak their indigenous language fluently, reside in either the South-East or South-South regions and understand the cultures of both places.

“The People’s Hero will be anchored by popular on-air personality, Chinedu Ani, also known as Nedu Wazobia. Viacom International Media Networks Africa will produce the show through its leading music, youth, lifestyle, and entertainment brand, MTV Base. We are certain that more heroes will emerge from this show to further enrich Nigeria’s thriving creative industry.”

Hero Lager, one of IB Plc’s brands was first brewed in Onitsha in Southeastern Nigeria, where the Igbos have claimed it as their own.

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Hero Lager, from the stable of International Breweries Plc, has launched a unique campaign called Echefula-“Never Forget Your Identity”.

The awareness seeks to connect the brand at a deeper level with the people that have welcomed and accepted it as part of their culture while also reminding consumers to be proud of their heritage, identity, and to celebrate their culture and embrace their traditions.

The campaign will explore the uniqueness and beauty of diverse ethnic groups in Nigeria. It will explore the importance of culture as the pillar of development and sustenance of communities.

International Breweries Marketing Director, Tolu Adedeji, explained that the campaign is a call on Nigerians to identify and embrace their values and traditions.

He said: “This campaign was initiated out of a strong desire to underline our identity as a people and to reawaken the spirit of who we are, our values, our history, the great exploits of our generation past and more importantly as a call to action to Never Forget our identity as HEROes irrespective of wherever in the world we may be.”

As a result of western encroachment, ideas and influence, which is fast eroding the traits that define Africans and Nigerians, mostly in the minds of the younger generation, Adedeji added that The Echefula campaign was aimed at preserving the cultural heritage and will shed more light on some cultures, highlighting specific aspects of some traditions that make them special and worth honoring.

By so doing, he said Hero will encourage consumers both home and abroad to take pride in their heritage and identity.

“For several years Hero lager has thrived in the east. We have been part of celebrations, weddings, naming ceremonies, chieftaincy title ceremonies and we have grown with the people. As they have invited us into their homes to celebrate with them all these years, we believe it is well-deserving to likewise honour, celebrate everything about them.

“Celebrating our various traditions offer an excellent opportunity for intercultural exchange and understanding. We hope that this campaign will spark conversations around identity and pride in one’s heritage, no matter how far away from home you might be, you will be reminded of our rich heritage and roots, we must never forget our identity. This is the central message of the Echefula (Never Forget Your Identity, ‘’ he stated.

There will also be a cultural festival and it will continue with in-bar activations where prizes will be won.

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