Life Continental Lager Beer has emphasised the need to preserve the nation’s culture and empower the youth for economic growth.

The beer brand revealed this while meeting market leaders at the Lagos International Trade Fair Market on Wednesday, to promote its annual ‘Hi-Life Fest’ and also introduce its brand to the market.

The Hi-Life Fest which kicked off on April 25, with the theme: ‘Turu Ugo Lota’, is a platform to identify and harness highlife talents resident in the southeast of Nigeria.

Speaking on the passion of the brand to promote culture and empower the youth, Senior Brand Manager, Life Beer, Oluyemi Ekundayo, said the brand embraces industriousness.

“Life Continental Lager Beer is a cultural brand, a brand that is unapologetically Igbo. We are storytellers and we promote cultures.

“We embody every good virtue that the Igbo man represents as a brand. We know that they are a model of entrepreneurship which is globally endorsed.

“So, one of the things we like to do as a brand that rewards hardwork is identify a man from the streets and support his journey to progress.

“For the past few weeks, we have been promoting our platform called ‘Hi-Life Fest’, which promotes young Igbo people in the music space,” he said.

Ekundayo added that the platform, in the last few years had continued to develop and grow young people into brands and big names in the industry.

“We try to develop these people and we give them a platform where they can become big names and today we have some four new guys that will be at the finale this Sunday.

“We also want to journey with them into that part of progress and that is why we are at Trade Fair today to inform market leaders that we support the journey they all believe in.

“I mean, this gesture continues to journey into the next generation and keep the existence and solidify highlife music in the music space,” he said.

Commending the brand, the President, Mandillas International Trade Centre, Mr Anthony Okeke, said the gesture is one that should be emulated by other brands.

“I appreciate what they are doing and it has really changed our life because they have impacted positively in the life of members of this association.

“Kudos to Life Beer Continental Lager; they should keep it up as they continue to promote culture and empower our youths including traders.

“If the government can emulate this act, youths will be positively engaged and crime will be brought to a minimal level,” he said.

The 2018 winner of Hi-Life Fest, Anyi Dons, also commended the brand for giving him a platform to showcase his talent.

Dons, who was crowned “King of Hi-Life”, urged other brands and well-meaning Nigerians to embrace the act of empowering the youth for a progressive society.