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.”
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.”
