Nigerian Breweries Plc, has annnounced its sponsorship of the renowned Osun-Osogbo Festival 2024 through its esteemed brand, Goldberg Lager Beer.
With a mission to foster cultural pride and celebrate the dynamic evolution of Nigerian traditions in a manner that resonates with its diverse consumer base, this sponsorship reflects the brand’s commitment to this mission and the Nigerian people.
The Osun-Osogbo Festival, a Yoruba cultural celebration that lasts for fourteen days is held annually in Osogbo, the capital of Osun State, and this year’s celebration is to be held between July 29 and August 9.
This over six-hundred-year-old festival is a revered Yoruba tradition dedicated to worshiping the river goddess known as ‘Osun’and shows the resilience, creativity, and traditions of the Yoruba people.
Speaking on the importance of celebrating cultural heritage, Kunle Aroyehun, Senior Brand Manager of Goldberg Premium Lager Beer said “Goldberg Lager Beer is delighted to be the official sponsor of the Osun-Osogbo Festival 2024. Our brand ethos is deeply rooted in celebrating and preserving our cultural narratives, and this festival provides a perfect platform to do just that. We are committed to supporting events that bring our heritage to life and celebrate the evolution of our culture in a way that resonates with both the older and younger generations.”
The festival’s activities usually begin with the traditional cleansing of the town, known as ‘Iwopopo’, followed by the lighting of the over 500-year-old sixteen-point lamp called ‘Ina Olojumerindinlogun’. The celebrations continue with the ‘Iboriade’, where the crowns of past rulers are assembled for blessings, led by the incumbent traditional ruler – The Ataoja of Osogbo, Oba Jimoh Oyetunji, the votary maid known as ‘Arugba’, the guardian of the Osun sacred grove called ‘Yeye Osun’, and a committee of priestesses.
The Festival’s grand finale today will feature a massive procession from the Ataoja’s palace to the main Osun Shrine, where traditional rites are performed with sacred objects carried by the Arugba. The event will include music, dance performances, and a Guinness World Record attempt for the longest cultural performance, lasting 10 hours.
As a unique brand brewed to golden standards and made differently for unique people, Goldberg embraces both tradition and modernity, solidifying its position as a leading beer brand that fosters a deeper connection to cultural roots in Nigeria across generations. Little wonder why the brand participates actively in prestigious cultural celebrations as exemplified in the recent Ojude Oba festival, the prestigious Africa Magic Viewer’s Choice Awards (AMVCA) traditional night, and now, the Osun-Osogbo Festival which celebrates the historical, spiritual, and rich cultural heritage dear to the Yoruba people. This pushes Goldberg’s ongoing Oyato campaign – which celebrates the evolution of culture in Nigeria – to new heights.
“Festivals like Osun-Osogbo are essential in preserving and transmitting our cultural legacy. By supporting such events, Goldberg distinguishes itself by playing a pivotal role in ensuring that our traditions endure and resonate with younger generations, fostering a stronger sense of identity and connection to their roots. At a time in history when cultural identity is often challenged by globalization, Goldberg Lager Beer holds on to the celebration of the rich heritage of the Yoruba people while embracing modernity,” Aroyehun said.
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