At Aba, the Abia state main commercial City, the Nigerian Breweries ( NB ) endorsed the apprenticeship system referred to ” Nwa Boi ” , which the Igbo race has been known for, over the years, arguing that by identifying /celebrating Nwa Boi, through its Life Larger beer brand, it is recognising a cultural system that represents perseverance, growth, and the pursuit of a better future.

The “Nwa Boi ” apprenticeship system teaches young entrepreneurs the fundamentals of trade, customer relationships, consistency, and long term thinking.

Under the “Nwa Boi ” System, young persons are trained in trades/businesses or occupations by persons already in such trades, for about five or more years , after which they get empowered or settled with start-up funds/ materials that would enable them engage/ operate guidedly, for some time before they operate fully independently.

NB Regional Business Manager, Mr Anyanwu Kingsley told journalists during a media interaction on Life Larger Beer, that by supporting this culture ( apprenticeship ), the Life Lager Brand, an NB product, is investing in future business leaders and raising beer merchants of the future, who would understand the value of partnership, consistency, and community trust.

The Media Brief/Campaign tagged “Nwa Boi Experience “,
which was held at the Enyimba International Sports Stadium, was part of efforts to strengthen Life Lager’s cultural connection in the South East, and spotlight the Nwa Boi spirit, as a powerful symbol of resilience, ambition, and the Igbo apprenticeship tradition that has shaped generations of entrepreneurs across the region.

The journalists were informed ” Nwa Boi represents more than a stage in the journey; it reflects discipline, loyalty, learning, and the determination to grow into leadership and success. From the markets of Aba to business hubs across Nigeria and beyond, the Nwa Boi system continues to drive economic empowerment, community development, and cultural pride”.

According to the NB Corporate Affairs Manager, Mr Ekele Eze ,
the Nwa Boi tradition represents a proven model of empowerment built on mentorship, trust, and enterprise, adding that at a time when young people are seeking opportunity and direction, highlighting this pathway reinforces values of discipline, learning, and ambition that continue to shape the economic strength of the South East.

He said ” Life Lager has always shared a strong bond with the people of the South East, not just as a product, but as a brand that understands identity, aspiration, and progress. By celebrating Nwa Boi, the brand is recognising a cultural system that represents perseverance, growth, and the pursuit of a better future”.

Also, the Senior Brand Manager Mr Chima Dims, who said that Life is more than just living, posited that for the Igbo man, each new day is an opportunity to turn dreams into business, and that every milestone achieved, is meant to be enjoyed and shared.

” The Nwa Boi system reflects this journey of growth, patience, resilience, and eventual success. The inspiration comes from recognising a cultural pathway that has consistently produced entrepreneurs and strengthened communities. Life Lager identifies with this spirit of progress hence, celebrating the steps taken today lead to greater achievements tomorrow, while supporting and raising beer merchants of the future”.

The Speakers corroborated that by celebrating this tradition, Life Lager aligns with the aspiration of raising beer merchants of the future, empowering the next generation of business leaders who will continue to grow the trade, strengthen community ties, and uphold the values of trust, partnership, and shared prosperity, and that through this narrative, Life Lager honours the mindset of progress, the importance of mentorship, and the enduring spirit that continues to shape the South East story