Life Continental Lager, from the stables of Nigerian Breweries Plc has chosen award-winning highlife crooner, Flavour N’abania as brand ambassador for the leading South-East beer brand.

Life Continental beer has been for years the beer brand of choice for consumers from Eastern Nigeria. Nigerian Breweries said, that choosing Flavour as the brand ambassador further reinforces its commitment to the heritage, essence, connection and affinity with people of the South East.

“We are excited to announce today, that Flavour has joined the Life Continental Beer family as brand ambassador. Flavour, who is known globally for his unique ability to sing fluently in Igbo language, strongly represents what the brand stands for,” said Kufre Ekanem, Corporate Affairs Adviser, Nigerian Breweries Plc., while speaking at a press conference organised to unveil the partnership.

“This partnership underscores the brand’s dedication to the Igbo values of industry, resourcefulness and enterprise – values which Flavour aptly embodies. Just as Life Continental Beer defines the Igbo in every consumer, Flavour exudes the aura which exemplifies the typical Igbo man.”

Funso Ayeni, Senior Brand Manager, Regional Mainstream, Nigerian Breweries Plc; Kufre Ekanem, Corporate Affairs Adviser, Nigerian Breweries Plc; Brand Ambassador, Flavour N’abania; Emmanuel Agu, Portfolio Manager, Mainstream Stout, Nigerian Breweries Plc, during the signing ceremony of the ambassadorial deal

Flavour was filled with excitement for the honour saying: “For me, joining the Life Continental beer team feels like I have found my way back home. The brand has always been a symbol of the Igbo heritage. If you go anywhere and you hear Life Continental Beer, at once, the Igbo man and his entrepreneurial spirit comes to mind. I’m very proud to be associated with a beer I can finally call my own, a beer that pushes the frontiers of progress.”

The deal, which was signed at the Nigerian Breweries Plc Corporate head office in Lagos is to run for two years during which Flavour will appear in Life Continental Beer advertising and marketing campaigns. He will also feature in the brand’s online assets and make special appearances at events.

Life Continental Beer pioneered regional brewing in Nigeria and has maintained leadership in the South-east region’s booming market for decades.