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Yemi Sax’s Three Jazzy Brands

13 Jan 2013

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Chioma Alonge, Brand Manager, Veleta Fruit Wine,  Yemi Sax, Kingsley Anuebunwa, Brand Manager, Chelsea London Dry Gin and Akintayo Akinseloyin, Brand Manager Teezers at the Intercontinental Distillers’ Jazz Nite with Yemi Sax, at Ember Creek, Lagos


It was an unusual Wednesday evening at The Ember Creek in Ikoyi-Lagos recently when Intercontinental Distillers Limited, owners of Teezers, Veleta and Chelsea brands amongst several others made capital of the serene atmosphere to fete lovers of Jazz music.

Tagged “Jazz Nite with Yemi Sax”, it showcased the best of Nigerian Jazz musicians, while Tony Payne was on hand to anchor the event. Other artistes under the label of Sax Records, dished out melodious tunes to the delight of their fans. Worthy of mention are the exciting performances from the likes of Tejiri Emore aka TJ Sax, an 11-year old, upcoming jazz prodigy, whose performance elicited thunderous applause. Others who were equally commended for thrilling the crowd are GT The Guitar Man, Oyinkansola, Lambogini, Alula Okposo, Kola Soul and Kunle Ayo.

A touch of comedy was part of the package, as ace comedian Elenu supported by MC Shakara dished out rib-cracking jokes to the delight of the audience.

Yemi Sax, the main attraction for the night didn’t fall short of his fans’ expectations as he played his pet instrument with the dexterity expected of a world-class saxophonist.  Dishing out one tune after the other, he controlled the passion of his audience, as he took the event to its crescendo.

There was an abundance of Intercontinental Distillers Limited’s products. Of the various brands on the stable of the company, three brands namely Veleta, Teezers and Chelsea were served at no cost, to the teeming jazz fans. This added lot of excitement to the fun-filled night, as the sponsors ensured there was more than enough for everyone.

According to the sponsors of the event, these three brands were chosen for the night, so as to cater for the diversity of preferences among the jazz enthusiasts fans. Veleta, a non alchoholic fruit wine was the preferred choice for many during the night, while Teezers appeared to be the ladies’ choice, as many ladies were seen drinking different flavours of Teezers. Not a few men chose Chelsea.

Asked to comment on her brand’s unique selling point, the Brand Manager, Veleta, Chioma Alonge described the Veleta brand as a drink for all, irrespective of one’s gender or age group, while stressing the need for families to cultivate the habit of daily celebrations and not necessarily waiting for birthdays and other special occasions before popping a bottle of the fruit wine.

Talking about the Teezers brand, Akintayo Akinseloyin also of IDL, described Teezers as an exotic brand, while Chelsea London Dry Gin was described by Kingsley Enuabunwa of IDL as a youthful brand that is naturally discerning.

Speaking during the event, General Manager, Marketing, Intercontinental Distillers Limited Innocent Oboh, said Nigerian artistes and musicians have succeeded in combining our local musical influences with modern trends hereby creating Nigeria’s own peculiar brand of Jazz, same way the Afro Hip-Hop brand of music was created by Nigerian musicians. He, therefore, emphasized the need to regularly create a conducive atmosphere, where the Nigerian Jazz culture will be, continuously, promoted and enjoyed. This, according to Innocent, is what IDL has done by creating an opportunity for everyone to enjoy the IDL brands in a relaxed atmosphere, while listening to Nigeria’s home grown Jazz variant.

Tags: Entertainment, Featured, Jazzy Brands

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