As part of the efforts to achieve and grow tourism and the economy of Lagos state, the State government in 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 promises to propagate responsible drinking among drinking-age (which is 18 years and above) consumers at all its touch points, will be held at the Waterfront Bar Beach grounds, Eko Atlantic to give it a carnival atmosphere.
Not a few analysts agree that Nigeria beer industry, is growing with the recent investment of over 250 million US Dollars by International Breweries Plc, a member of ABInBev. This huge investment is seen as capable of launching the company as a serious contender which will likely control a larger chunk of the market share in the future. The company, which could not participate in the Beer Festival last year, is however set for a big outing this year. Other companies that graced the event last year include brewing giants Nigerian Breweries Plc and Guinness Nigeria Plc. Others include Campari and lots of entertainment providers. The organisers of the Nigeria Beer Festival, On and One Events (001) Limited, said that the Lagos State government, which is passionate about tourism, will provide massive institutional support, particularly security, emergency response and related logistics.
According to the organisers, part of the build-up to this year’s event will include a Beer Colloquium to find the nexus between the beverage, culture and entertainment. Akinola Oluwaleimu, General Manager of 001, will see Nigeria enrol into the league of Beer Festivals around the world, and boost the country’s tourism opportunities. “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,” he assured. Oluwaleimu was also emphatic that partners of the forthcoming Nigeria Beer Festival are assured of world-standard facilities as the organisers of the event have partnered with reputable and qualified architects from Europe to design modular stands to fit into any shape or style desired by exhibitors. He added 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, cultural spectacle and a display of an eye-popping fireworks.