Senior Brand Manager at Nigeria Distilleries Limited, Nnenna Onyenacho, has disclosed brands can be deployed to reawaken the nation’s cultural renaissance and identity.

Speaking at the 2026 Osun-Osogbo festival, she noted that the brand has observed a growing cultural reawakening among young Nigerians and Africans globally.

To her, “we have noticed that Africans and Nigerians are beginning to realise that they need to comeback to their roots and identify their culture and who they are.

Seaman Schnapps is at the forefront of this campaign; to bring us back to our roots so that we know who we are and will be proud to identify our heritage in Nigeria and in the diaspora.”

Speaking further, she added, “Osun-Osogbo is not just a festival.”

It is a festival that promotes and celebrates our heritage, our culture and our origin as a people.

Seaman Schnapps finds it relevant to be at this festival because it is the number one original prayer drink and it has been in existence for decades.”
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Onyenacho added that the brand also relates well with Gen Z’s because of the way they represent themselves through music, fashion, and arts.

On his part, Marketing Manager at Nigeria Distilleries Limited Gbemileke Lawal, reaffirmed the company’s long-term commitment to preserving and promoting the nation’s rich cultural heritage through strategic brand partnerships.

He emphasised that organisation’s investment in cultural festivals reflects deliberate business philosophy; one that recognises culture not as marketing backdrop but as a living expression of identity that deserves sustained corporate investment and celebration.