The surroundings of the National Arts Theatre, Iganmu, Lagos are considered the enclave of Nigerian Breweries (NB) because it has secured a franchise from the theatre to exclusively market its brands in the area.
Analysts see this as a move by the leading herbal mix drink brand to express its dominance. Observers agree that the brand has demonstrated its leadership in the industry by unveiling in Lagos the largest drum ever built in Africa.
The drum’s measurement, determined by a team from Alexander Forbes Actuaries and Billings Cost & Associates, is 22ft by 25ft.
Tagged “The Orijinal Drum”, a cultural icon, is an extension of the Orijin ideology of celebrating African culture. The brand recently received the endorsement of tradition from across Nigeria as the drink of heritage for Africans.
The drum located at the National Theatre stands at a vantage point.
Eyitemi Taire, Guinness Nigeria Portfolio Director (Larger and RTD), said “the largest African drum is another landmark in our journey as a business and eulogising Orijin as the original drink for Africans.
“A drum announces the presence of the royals and the revered; it represents everything African. It is the single identifier that cuts across all African cultures.
“It represents the vibrancy, energy, uniqueness, and interconnectivity of Africans which perfectly reflect the essentials of the brand’s originality.”
On Orijin as a drink of culture and heritage, Taire explained that “we recognise the value of our culture and will do everything possible to keep our heritage. Orijin connects with our people at this level just in the same way a drum connects.
“Wherever there is a drum there is celebration. And wherever there is celebration, you can be sure there is Orijin, the drink of tradition.
“This drum we just unveiled is representative of both traditional and modern cultures that abide in Africa. We have high hopes that this drum will stand as an inspiration to Orijin lovers nationwide. We are proud of our achievement here today. The drum is clearly the largest, and that underscores the ingenuity of Africans.”
Taire added that Orijin attests to Guinness Nigeria’s leadership in innovations in the alcoholic beverage industry.
“The company’s track record on product innovation in the past eight years has been very impressive. The advent of Orijin into the Nigerian market is a result of thought leadership by Guinness Nigeria.
“We are continually looking for new ways to satisfy our consumers and Orijin is another attestation to this resolve. We have been in the forefront of innovation particularly now with the largest drum in Africa.
“We encourage all our consumers to enjoy their Orijin responsibly always.”
The Ojora of Ijora, Abdulfatai Ojora, represented by Joseph Ogunmola, commended Guinness for producing Orijin.
“The drum represents our vibrancy as Africans. It is an important part of our cultural heritage. This largest drum in Africa is a great innovation from Guinness Nigeria and we thank them for showcasing and taking our culture to the next level,” he said.