Goldberg Lager Beer, the leading beer brand in southwest Nigeria, has renewed its long-standing partnership with Nollywood prolific actor Odunlade Adekola as brand ambassador. The actor first stepped into the ambassadorial role in 2016 serving as a precursor to the likes of Nigerian singers Olamide and DJ Kaywise, who both currently have active deals with the brand.
The deal extension marks a progressive relationship between the brand and the actor. Since he joined the film industry 25 years ago, Adekola made a name for himself through his roles in Yoruba films. Famed for his unusual ways that have inspired countless memes, it positions him as a relevant figure in pop culture. Through the partnership, Goldberg Lager Beer and the actor continue to work to find new ways to push culture to mainstream consciousness while building a palpable presence in the beer market.
Speaking at the event, Odunlade shares his excitement saying, “For 5 years, as Goldberg ambassador, has been nothing short of experiential in the cultural space. From Ariya Repete that scouts for local talents in the indigenous music field to Isedowo that supports local artisans, whom I believe are the custodian of art, Goldberg Lager Beer places culture above everything else. It fosters progress amongst the Yoruba people”.
“Receiving the news of renewal had me excited, especially because there are yet so many stories to be told, much history to unearth, and most importantly, the celebration of the Nigerian people and culture. I am delighted to be on this trek as one of the culture influencers.”
Goldberg Lager Beer, a top-performing brand in the beer portfolio of Nigeria Breweries, made its debut on the Nigerian beer scene in 2009, has since immersed itself in the promotion of local cultures and at the same time appealing to the newer generation where it serves the essential role of bridging the past and present through shared refreshment. For this role alone, it has been endorsed by traditional rulers across the southwest region as the prime beer that identifies with the authenticity and originality that define the spirit of the indigenous Nigerian people.
Commenting on plans for the rest of the year, Olaoluwa Babalola, Senior brand manager, Goldberg, says the deal arrives at a much-needed time that marks the beginning of rollout programs in the cultural space. He said: “Through the partnership in recent years, we’ve been able to increase the visibility of the projects under the Goldberg Lager Beer umbrella. Currently, we have curated a creative process to amplify our activities in the cultural space. We are optimistic about our renewed partnership with Adekola.”
Goldberg has become a brand that has evolved from celebrating cultural beliefs to a brand that believes in sustaining our traditional values as a way to reshape the future. Goldberg Lager, Nigeria’s leading mainstream lager brand renowned for initiatives that highlight the beauty of tradition and culture. With a wide array of exciting activities that brilliantly connects with its ever-loyal audience, Goldberg continues to remain one of the most authentic brands in the Nigerian beer market.