Chelsea’s ‘Spirit of Naija’ moves to Ibadan, Benin

The Chelsea London Dry Gin ‘Spirit of Naija’, a youth-focused entertainment fiesta created by Intercontinental Distillers Limited to promote arts, culture and lifestyle will begin in Ibadan and Benin this weekend.

The entertainment event unveiled few days ago in Lagos is meant to cover several Nigerian cities, and showcase Nigerian dance, music and lifestyle in several bars and fun centres across Ibadan and Benin. Tagged ‘Spirit of Naija Unleashed’, the programme is aimed at connecting and rewarding customer loyalty in a continuous and consistent engagement.

According to the Head of Marketing, Intercontinental Distillers Limited, Mobolaji Alalade, the theme of the fiesta was conceived to celebrate the rugged spirit of Nigerians, especially the youth through such platforms like music, dance and lifestyle.

“The spirit of Naija is strong and resilient; the Spirit of ‘Naija’ is always reinventing itself and it is fresh; the Spirit of ‘Naija’ is easily seen in the lives of Nigerians, always ready for a challenge – the ‘never say die’ attitude. The Spirit of ‘Naija’ is seen in Chelsea London Dry Gin,” he said.

Alalade said that spirit of Naija would be demonstrated by dance and music contests featuring only ‘Naija’ songs during the consumer engagement activations, because “Nothing demonstrates the Spirit of ‘Naija’ Unleashed than ‘Naija’ music that has taken over the world,” he added.

He further explained that residents of Ibadan and Benin, and entertainment enthusiasts especially, would have the opportunity of experiencing the Chelsea London Dry Gin brand in a unique way, adding that there would be loyalty reward scheme.

Activation of the brand products will also take place across selected bars in Warri, Port Harcourt, and Owerri, and several prizes would be won. The Lagos edition witnessed free mixology master class, which was attended by bartenders and brand ambassadors and conducted by certified mixologists.