Star Beer Village Ignites Uyo!

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The usually sleepy community of Uyo, capital of Akwa Ibom State was far from quiet that evening. It was barely one week to Christmas and celebration was in the air. The open ground of the stadium was swamped by a bevy of revellers. A sizeable number of them were seated, sipping from bottles of drinks. As they savoured their drinks, they moved their heads to the music blaring from loud speakers strategically positioned around the field. Others were more proactive, doing their thing right on the dance floor.

On a conspicuous platform, the disc jockey for the night dexterously dished out track after track of hit spngs. Leading the dancers were the comperes for the night, Sunday Idika (aka Nnaamen) and Emma Owuala (aka Emma Solution), both stand-up comedians and presenters at Atlantic FM, Uyo. The pair both urged the dancers on right from their vantage position on the platform.

No, it’s no ordinary party today. It’s the special night of celebration holding in the Beer Village, Uyo Township Stadium. Organised by one of the nation’s leading lager beer brands, Star, the event has become an important feature of Uyo for five years. Indeed, since 2007, Christmas in Uyo has become something to look forward to. Just ask Ibong Abasi, a Lagos-based banker. The 27-year-old arrived the town two days ago and immediately he joined the groove in the Star Beer Village. “I was here during the Xmas celebrations last year and it was really fun. That was why I decided to come back here this year,” he stated. Ibong is not alone.

Christmas period has become a homecoming of sorts for indigenes of not only Uyo but also the whole of Akwa Ibom State and its environs. The people troop back home for the unique opportunity to meet with long lost acquaintances and network with friends while relaxing in the Star Beer Village. Blessing Umanna, a student of the Federal Polytechnic, Auchi and resident of Benin, Edo State, also made the trip back home for the festival. According to her, the Star Beer Village makes the Christmas celebrations ever more exciting. “I attended the very first edition and since then I have not missed any of the other editions. It makes the Christmas celebrations even more exciting and I always look forward to returning home,” she added.

This year’s event was no less exciting than the previous editions. There were rib-cracking jokes from the duo of Nnaamen and Emma Solution. There were also spectacular performances from up-and-coming artistes from the state.

Speaking on the event, Joshua Nnaji, Sales Team Manager, Nigeria Breweries Plc., Calabar, makers of Star lager beer, stated that the Star Beer Village was conceived to give back to the people of Uyo. “The simple reason we put all of this together is just to give back to the people of Uyo and by extension, Akwa-Ibom State. We just want to say thank you for the support and patronage of our consumers from this side of the country. We really appreciate the fact that they have made us the number one brand not only in this state but the entire country,” he said.

The event, Nnaji added, made it possible for Star to connect with its consumers in the community. “The good thing about this event is that it gives people of this community an opportunity to connect with Star, just as Star also connects with them. And you can see from the mood that everybody is appreciative of Star’s presence here,” he added.

Interestingly, the Beer Village in Uyo is not the only event through which Star connects with the indigenous communities in Nigeria. Earlier in the year, Star held a musical concert tagged Aba Star Festival, held in the Igarra, headquarters of Akoko Edo Local Government Area, Edo State. The Aba Festival, which attracted more than 10,000 people, dates as far back as 1789 and is regarded as one of the oldest and most revered festivals of its kind in the country. The Aba Star Festival turned out to be the climax of the week-long ceremony as local musical acts took turns to entertain the crowd. The star of the night undoubtedly was ace Fuji crooner, Obesere, who thrilled the crowd with his energetic performance.  There was also a raffle draw which saw lucky winners going home with various prizes. Also in Edo State, Star was present at the 20th anniversary celebration of His Royal Highness, Anselm Odaloighe Edenojien II, the Ojuromi of Uromi, Edo State. Just like Uyo Star Beer Festival, the event was spiced up with local acts and a star performer, Lawal Olalekan Olumo (aka Konga), an afro hip hop crooner. The Kabakaba crooner literarily threw the crowd into ecstasy with his masterful performance. Then there was the Lagos festival which was held from the December 1 to 18, this year.

However, the trail of Star-inspired celebrations continue as the premium lager beer will make its presence felt in other cities across the country this Christmas. There is also the Port Harcourt Star Festival which started December 1 and is scheduled to end December 26. After Port Harcourt, it would be the turn of Benue State to feel the presence of Star as a special concert would be held alongside another event tagged Wilderness Groove, which ends December 28. The celebrations would finally terminate in the eastern part of the country as a special Star concert would be held to coincide with the Ofala Festival in Anambra State.

Speaking on the celebrations, Olabiyi Fagade, Brand Manager, Star lager beer, said the initiative was meant to enable Star reach out to its consumers. “We do not want a situation where Star interacts with our consumers only when they purchase our product. We also want them to have a unique experience that will blow them away. That was why we started the celebrations,” he explained.

According to Fagade, the festivals differ from Star’s other musical platforms because they appeal to the grassroots. His words: “What set these celebrations from Star’s other musical events is that this one is closer to the people of the grassroots. We are able to reach them by connecting the celebration with their individual concerts. That way, Star is able to connect with the people of the grassroots”.

Through the celebrations, he said, Nigerian Breweries has been able to contribute to the social life of the people besides boosting the local economy.