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Life Continental Beer To Commence ‘Turu Ugo Lota’ Music Tour in 5 Cities Across Nigeria

Riding on the wings of the success of the Igbo-centric ‘Turu Ugo Lota’ Television Commercial Campaign launched in Enugu, Nigeria in September 2021, Life Continental Beer is set to embark on a music tour to five cities across Nigeria. The music tour will be held predominantly in the South Eastern region and will cover Anambra, Abia and Enugu State.

Life Continental Beer is leveraging the sustained buzz around the ‘Turu Ugo Lota’ Campaign on social media to bring fun and entertainment to its consumers. The brand has successfully achieved this by connecting with the mindset of fun-loving South-Easterners of all ages, as well as reigniting their deep sense of pride in being Igbo native whilst simultaneously giving its consumers satisfaction through the unique taste of its lager beer.

The Turu Ugo Lota music tour wagon will make stops at Nnewi, Aba, Enugu, Onitsha, and Lagos, with live performances from music superstars such as Phyno, Flavour, Omuligbo Brothers, MI, and Anis Dons who will be headlining the shows at the various locations. The shows will take place under strict security provisions whilst ensuring that all COVID-19 protocols are observed.

The ‘Turu Ugo Lota’ TVC Campaign which was launched at a panel discourse with the theme ‘Bringing Home the Glory: A Toast to Progress and Success’, featured prominent locations of note in the Eastern region. The campaign is riding on one of the most character-defining adages of the Igbo culture, Turu Ugo Lota, which is a charge given by the elders to encourage their children going in search of greener pastures to go out, make achievements, and bring home glory. The Igbo adage has been a constant refrain among audiences and has remained on many lips since its commercial unveiling.

About Nigerian Breweries PLC:
A member of the HEINEKEN Group, Nigerian Breweries Plc is the pioneer and largest brewing company in Nigeria. Incorporated in 1946 as "Nigerian Brewery Limited", the company made history in June 1949 when the first bottle of STAR lager beer rolled out of its Lagos brewery bottling line. Today, it has a rich portfolio of 19 high-quality brands (such as Heineken, Desperados, Maltina, Life, Amstel Malta, Gulder, Fayrouz and Legend) produced from 9 breweries and 2 malting plants which are distributed nationwide. Nigerian Breweries is also a recipient of several awards and recognition in other areas of its operations including product quality, marketing excellence, productivity and innovation, health and safety, corporate social responsibility, and sustainability. To learn more, visit the Nigerian Breweries website:



Sade Morgan
Corporate Affairs Director



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