Balmoral Group Set to Hold First Ever International Drinks Festival in Lagos


Billed to hold from December 1- 3, the International Drink Festival put together by the Balmoral Group, is a three- day event and has different sessions like exhibition, Drink Summit, Master Classes for consumers and professionals, the Summit for issues affecting the drinks industry and so on.

Chief Executive Officer, Mr. Ezekiel Adamu and one of the brains behind the event explained that the Summit is more professional, while the Master Classes are basically for the consumers and will help them get to know more about what they consume. “There is also education aspect of the event where flair bar tenders are coming in and will afford people the opportunity to learn to make cocktails and so on while, tasting of the drinks and wines and the major sales will be going on. Asides from the event there is also the Beer Village, where there will be lots of drinks, barbecue, basically everything to munch on, a live band, entertainment for the guest which includes an international act, which we wouldn’t be disclosing yet, and several DJs and acts just to ensure that once you come the first day you’d definitely want to come on the second and third day. It’s never happened before on this scale, and you’re guaranteed to be wowed,” he noted.

Sharing what the exhibitors would gain from this rare festival, the group’s Chief Operating Officer (COO), Mr Akin Eso said, “The exhibitors have a lot to gain asides from getting direct contact with their consumers. They also get to show their market share in the festival, showcase their new products and lot’s more. It’s going to be a festival where you’ll be seeing a lot of drink companies launching new brands, so the exhibitors get to have direct feedback right in the hall there. They also get to do a lot of sales, meet high network consumers; consumers that will be able to give them the desired results in terms of numbers. They get to meet with the consumers directly, they get feedback, they also get to activate in an event that has over 15,000 people, which is all about the numbers. Asides that, there is a lot of sales going on, so they get to take orders from the consumers, and there’s a strategy of bringing in high net worth consumers that will be able to do a lot of purchasing. So we’re looking at having millions in transactions going on during the festival.”

With the event opened to everyone who is interested, Eso stressed that over 15,000 people are expected to grace the event, adding, “This is an all-drink festival, not an alcoholic festival; it’s where you have Champagne, juice, tea, water, everything in all categories are involved in the Drinks Festival.”