By Raheem Akingbolu

Nigeria Breweries Plc has announced a Nigerian artist and Music star, Flavour, as brand ambassador for its Life Lager Beer.
At the unveiling, which took place at the company’s head office in Lagos recently, the artiste was presented to the media as the face of the Life Beer with the theme ‘Flavour for Life’.
The deal is expected to run for two years.
Speaking at the event, Corporate Affairs Adviser Nigeria Breweries Plc, Kufre Ekanem, said the unveiling of Flavour as Life Beer ambassador is one of the huge stuffs for the company’s 70th year anniversary celebration.
He explained that Life Lager Beer originated from the Eastern part of the country, precisely in Anambra State, in 1981, and has always enjoyed huge patronage in the region.
According to him, the choice of Flavour as the face of Life Beer is connected to the fact that the artiste hails from Igbo land and his rhythm and style of music exudes the heritage of progress entrenched in the Igbo culture. This he said, made Nigerians and Africans love his music, even when they don’t understand the language.
“The Igbos belief that life is better when shared. They believe in sharing their heritage of progress, industry, resourcefulness, and enterprise values.
“Flavour embodies these values just as Life Continental Lager Beer defines the Igbo in every consumer. Life has chosen an ambassador that suites its focus,”he said.
Kufre however cautioned that Life Beer is not presented as an Igbo brand, but to everyone that identifies with and share the unique values of the Igbo culture; just as Flavour’s songs transcends religious, ethnic, and language barriers.
His words: “we have the biggest portfolio of brands. We have brands with regional and national focus, essence, target and focus. But here, we are just being through about the essence of life. Some Nigerians are not Igbo, but they like certain things about the Igbo culture. The music of life goes beyond boundaries. Flavour’s songs are mostly in Igbo, but it attracts other tribes on the continent.”
Speaking on his partnership with the brand, Flavour said “I’m so happy and proud to be part of Life. I’ve been singing about how people should enjoy and express their life. Now I have the opportunity to key into it through this brand.
“My music is in consonance with what Life Beer stands for. It’s a partnership that matches. I won’t mind making an album for life. Now they’ve added Flavour to Life, and the celebration has just began,” the artiste said.