By Onyinye Ugwu
It has been a remarkable year for Life Continental Lager Beer, after the huge success of Hi-life fest proudly sponsored by Life Lager, the beer brand shifted its focus to rewarding the entrepreneurial spirit of the Igbo Man.
Life progress booster has quickly become a fan favourite from the staple beer brand with consumers lauding the initiative. This was clearly highlighted, in Asaba last weekend when fifteen more entrepreneurs had their small businesses get a feel of big progress as they received a grant of 300,000 Naira each.
The Delta State edition also saw a massive turnout with over 550 applications received, making it one of the largest applicant pool in this year’s event.
Life Progress Booster, an initiative of Life Continental Lager Beer, is an entrepreneurship campaign focused on rewarding enterprising minds looking to grow their businesses. They are rewarded with financial grants in the sum of N300, 000, to help them implement the ideas that will scale their business operations. LifeProgress Booster kicked off in Enugu before heading to Anambra, making Delta its third stop this year, leaving all businessmen they had contact with happy.
As witnessed in the other cities visited, the online applicants who made it to the final round of the live interview, were all excited and eager to explain their ideas to the judges which included – Chief Technologist, Enugu State University, Dr Ferdinand Ozoani, a member of Customary Court Enugu, Mr Michael Ndubuisi, and CEO, Four Seasons Bar and Restaurants, Onitsha, Mr Martins Ezigbo. During the 5-minute pitches, tech and agriculture were the most talked about the sector.
The 4.5 million-naira grants given out in Delta now bring the total cash reward received in the 2018 edition of the show to 19.5 million-naira. The Life Continental Lager Beer brand has been at the forefront of supporting the entrepreneurial spirit of the Igbos. This initiative, now in its 4th year, is one of the ways it has deepened the impacts of businesses coming from the region.
Life Continental beer has never shied away from being firmly rooted in culture and its emphasis on giving back to the people of Igbo descent is nothing short of remarkable. From time past, the Igbo man has always been revered for his industrious nature and the beer brand has brilliantly tapped into this cultural trope and endeared itself to the Igbo audience.
During the presentation of the grant cheques to the winners in Asaba, the last winner to be announced, Ms. Oby Madueke, a business center owner, couldn’t hold back her excitement as she thanked the organizers for such an initiative especially at a time when many small businesses are struggling to get capital to continually meet customer needs. She promised to utilize the grant judiciously and hoped to start seeing results in less than 2 months.
In addition to the live screening of participants during the main event, other activities like dancing competition, raffle draw and musical performance by HiLifest King 2017, Chibest David transpired. Ifeanyi Amos, who participated in the raffle draw and won a generator, could not hide his delight. “I just came to enjoy the show and participated in the raffle draw, to my surprise I won a generator. I want to thank Life Continental Lager beer for this priceless gift, it’s interesting how I only came to watch the show and got boosted,” he said.
With Delta State concluded, the next stop is Rivers State where Life Continental Lager Beer from the stables of Nigerian Breweries will once again thrill the audience to a show of sheer entrepreneurial intelligence. LifeProgress Booster initiative will reward another set of entrepreneurs with 4.5 million naira and other mouth watering prizes in a ceremony which will hold on the 21st of October, 2018 in Port Harcourt at white wings car wash/Bar, 40 Wimpey Rd by Ada George, Port Harcourt.
Application closes on the 14th of October, and you can apply by submitting your business proposal to designated outlets, white wings car wash/Bar, Fojeh Bar, Helena Haven Hotels, Lesukaa Bar etc. or visit life-nigeria.com and submit entries.
Life continental beer continues to remain distinct from its competition and this is largely due to its unrelenting efforts at celebrating the Igbo culture, whether it’s with the celebration of traditional music through its highlife fest, or with the remarkable Life progress booster initiative, Life continental beer has managed to become one with its customers, connecting with them in a way very few brands can.
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