In a bid to stimulate its economic and tourism potentials,
Lagos State is set to host the maiden edition of the Nigeria Beer Festival from
September 25 to October 1, 2017.
The Lagos State government is collaborating with beer
brewers in the country and their counterparts across the globe to create
maximum excitement during the week-long fiesta that will climax with the
Independence Day Mega Concert to commemorate Nigeria’s independence.
The festival, which
will promote responsible drinking among drinking-age (which is 18 years and
above) consumers at all its touch points, will be held at the Lagos Atlantic
City to give it a carnival atmosphere from Day 1 to the very last second. It
will be a gathering of the largest community of beer consumers from across the
country and beyond.
The organizers of the Nigeria Beer Festival, On and One
Event (001) Limited, said that the Lagos State government, which is passionate
about tourism, will provide massive institutional support, particularly
security, transport and related logistics.
The event, according to the organizers, will see Nigeria
enrol into the league of Beer Festivals around the world, and boost the
country’s tourism opportunities.
Akinola Oluwaleimu, General Manager of 001, revealed that
the world-acclaimed Oktoberfest (Beer Festival) in Munich attracts more than
50,000 tourists to Germany every year, while other countries in Europe and the
Americas have caught the bug.
“Nigeria Beer Festival will be a carnival week of
entertainment, sales and marketing and a gathering of the largest community of
beer consumers from across the country and beyond with economic value for the
brands and the economy at large,” Oluwaleimu assured.
The Nigeria Beer Festival will provide a fitting ambience to
showcase fashion and lifestyle, as well as culture in a carnival atmosphere
with various beer brands and other alcoholic drinks in Nigeria connecting with
their existing and potential consumers.
This culture touch point is in line with the view of social
scientists that that beer is among the symbolic vehicles for identifying,
describing, constructing and manipulating cultural values and interpersonal
relationships. They classify different alcoholic beverages in terms of their
social and cultural meanings.
Historians submit that Beer has always been popular – since
times of ancient Babylon and Greece, Mesopotamia and Egypt and is one of the
oldest beverages humans have produced, dating back to at least the fifth
millennium BC.
Anthropologists and archaeologists also believe that it was
a taste for beer, not bread that started the cultivation of barley in around
9000BC, known as the agricultural revolution. Beer didn't just change the world;
historians insist it saved it!
Meanwhile partners of the forthcoming Nigeria Beer Festival
are also assured of world-standard facilities as the organisers of the Nigeria
Beer Festival have partnered with reputable and qualified architects from Europe
to design modular stands to fit into any shape or style desired by exhibitors.
Oluwaleimu said that Governor Akinwunmi Ambode is expected
to close the festival during the Independence Day Mega Concert that will parade
an array of A-list Nigerian artistes, which will feature eye-popping fireworks
display.
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