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Life Lager Supports Traders With N2 Million Grant In Celebration Of New Yam Festival

Traders at the Tradefair Complex, Lagos Badagry Expressway, Lagos were on Friday, September 25, 2020 rewarded with financial support worth over N2 million during the celebration of the just concluded New Yam Festival. This was made possible by Life Lager beer under its Progress Booster initiative, a scheme designed to help SMEs grow by providing non-refundable grants to entrepreneurs.

The Brand Manager of Life Continental Lager Beer, Chidi Egwu described the event as ‘’an opportunity for the brand to help douse the adverse economic impacts of the COVID-19 pandemic on the traders and their families’’.

Speaking immediately after cutting the roasted new yam he reiterated the brand’s commitment to the initiative saying, “the scheme is designed to help SMEs grow by providing non-refundable grants to business owners. We believe in the strength and capacity of the people of the South-East to thrive, but we also believe progress can be achieved with support. Through the years, Life Continental Lager Beer has focused on aiding its consumers to progress, and we are committed to continue contributing to their achievements.”

At the event, empowerment packages worth about 2million Naira were distributed to some of the traders to boost their ventures. This intervention is part of the brand’s efforts to improve the lot of many traders who were adversely affected by the COVID-19 pandemic.

An initiative of Life Lager Beer, Progress Booster was launched in 2018 and has since supported several artisans and small business owners across the southeast region of Nigeria. In the same vein, the brand recently empowered over 200 business owners with a cumulative sum of 40million Naira, through its `Chop Life Experiences’, giving life to businesses across several locations in Nigeria.

A product of Nigeria Breweries, Life Lager Beer, a brand best known for its optimistic theme of progress. It was first brewed in Onitsha, Anambra state in 1981 and has since grown from a regional beer to becoming one of Nigeria’s leading lager brands.

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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