Hero, a premium lager on the stable of International Breweries Plc, a proud part
of the world's largest brewer, Anheuser-Busch InBev, (AB InBev) has been knighted with a new crown cork -a Red Cork and the
title of “Mmanya ejiri mara Igbo.”
The Obi of Onitsha, His Royal Highness, Igwe Nnaemeka Alfred Ugochukwu Achebe, gave
his blessings to commence the Red Cap ceremony in Onitsha, Anambra State, on
Saturday, May 12, 2018, amid applause and excitement by hundreds of Nigerians
who thronged the venue of the event, the King’s Courtyard, Ikpeazu Stadium,
Onitsha.
The red cap ideology is of high importance to the South Eastern
people of Nigeria as it represents the peak of achievement, societal status and
recognition for any individual or brand.
Launched into the Nigerian market in August 2012 without much fanfare, Hero
lager beer warmed its way into the hearts of consumers in the South Eastern
region and became a symbol of inspiration. The success of the brand draws from
its strategic cultural resonance with the people and has catapulted Hero Lager
from zero to a market leader in the region. Furthermore,
consumers have christened Hero, ‘Oh Mpa’, in
reverence and as a mark of respect (Mpa means father in Igbo language).
Speaking when he received the International Breweries Plc team in his palace, HRH, Igwe Achebe commended the management of the company for the honour of
commemorating the milestone in Onitsha, the commercial nerve-centre of Anambra State and home to one of its plants.
The event, he said, speaks to
the fact that International
Breweries Plc., values and appreciates the people of the
community wherein it operates, adding that since the inception of the brewery
in Onitsha, International
Breweries Plc., has
not only created jobs for the people but has also been very supportive of activities
in the area. “I must commend the efforts of the company. This is surely worthy of emulation. Today, as we
knight Hero lager beer and award it the title of “Mmanya ejiri mara Igbo” (A symbol of inspiration), our
prayer is that the brand continues to do well.”
Igwe Achebe added that Hero
lager beer is a premium brew crafted by the people and for the people, a beer
that is a rallying point to all Igbo men and others who need that new strong center of hope and strength to accomplish great
things. Hero is also the first beer brand
to be awarded a symbolic title in Nigeria.
Arne Rust,
Marketing Director, International
Breweries Plc., said the ceremony
represents the essence of the brand. “Through this ceremony, we
hope to inspire consumers to be heroes every day and in every way. We have
great plans for our consumers in Nigeria, part of which includes strategically
launching several beer brands to suit specific geography and cultures. Hero is a well-established
brand in the eastern part of the country. International Breweries Plc., genuinely cares for the
culture and tradition of the people, and
we will consistently seek ways to showcase our culture and positively impact
the society,” he said.
On his part, Marketing Manager
Hero Lager, International Breweries
Plc., Nigeria, Obumneke Okoli, said, “We want to use this opportunity to
show our appreciation to our eastern brothers who have received the Hero lager
beer as one of their own. Since we introduced this beer to the Nigerian market,
it has clearly found its way into the taste buds of
beer drinkers first in South East Nigeria and beyond. The people are happy, excited with a burning flare in
them all because of this beer. For this, we say thank you.”
The red capping of Hero will
run as an integrated marketing campaign during which people and Nigerian men
would be rewarded in recognition of their efforts and mission to “Go! Be the
Hero.” As sponsors of the FIFA World Cup 2018, Hero will be wishing the Eagles
farewell as they leave for Russia with the unveiling of the world’s biggest
football message written with people-“Eagles Be Fearless, Go Be The Hero.”