Hero, a premium lager beer from the stable of International Breweries Plc, a proud part of the world’s largest brewer, Anheuser-Busch InBev, (AB InBev), has been knighted with a new crown cork.

The company said on Sunday that the beer, now has a Red Cork and the title of “Mmanya ejiri mara Igbo’’ (The lager with which Igbos are known).

It said that the Obi of Onitsha, Igwe Nnaemeka Alfred Ugochukwu Achebe, oversaw the Red Capping ceremony in Onitsha, Anambra State, on Saturday at 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 East region and became their 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.

“The consumers have christened Hero, Oh Mpa’, in reverence and as a mark of respect (Mpa means father in Igbo language),’’ the company said in a statement.

It quoted Achebe as commending the management of International Breweries Plc., for the honour of commemorating the milestone in Onitsha, the commercial nerve-centre of Anambra and home to one of its plants.

“It speaks to the fact that International Breweries values and appreciates the people of the community wherein it operates.

“Ever since the inception of the brewery in Onitsha, International Breweries, has not only created jobs for the people but also being very supportive of our activities.

“I must commend their efforts. 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 remains the favourite of our people.’’

Achebe added that Hero lager beer was a premium brew crafted by the people and for the people, a beer that was a rallying point to all Igbo men and others who need that new strong centre of hope and strength to accomplish great things.

“Hero is also the first beer brand to be awarded a symbolic title in Nigeria.’’

The company’s Marketing Director, Arne Rust, said the ceremony represented 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. The company 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.

Obumneke Okoli, Marketing Manager, Hero Lager, International Breweries Plc., Nigeria, 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 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,’’ he said.

“As sponsors of the FIFA World Cup 2018, Hero wishes the Super 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.’’

International Breweries was established in 1971 and was listed on the Nigerian Stock Exchange in 1995. The Company AB InBev consolidated its business stakes in Pabod Breweries Ltd., Intafact Beverages Ltd into its majority ownership in a merger that was concluded in December, 2017.

NAN

More photos from the event

Center L-R: His Majesty Igwe Nnaemeka Alfred Achebe, the Obi of Onitsha; Managing Director, Int’l Breweries Plc, Annabelle Degroot; Marketing Director, Int’l Breweries Plc, Arne Rust, and other members of Int’l Breweries management team at the conferment of ‘red cap’ crown cork title on Hero Lager in Onitsha, Anambra State

Cultural Igbo dancers at the event to confer Hero Lager with the title of “Mmanya ejiri mara Igbo” in Onitsha

Annabelle Degroot, Managing Director, Int’l Breweries Plc and Arne Rust, Marketing Director, Int’l Breweries Plc in Onitsha to mark the conferment of ‘red cap’ crown cork title on Hero Lager beer