Features
IDL ‘Master of Fun’: Two days of mixing business with pleasure
How often has it been said – you do not mix business with pleasure. How true is it? Well, with a full impetus, the answer was delivered in clear terms to this age-long dictum, last weekend – not in all cases do business and pleasure not mix! In fact some businesses and pleasure are like Siamese twins – inseparable. That much was proved by Intercontinental Distillers Limited (IDL), Nigeria’s foremost producers of wine and spirits for the two days they locked down parts of Lagos.
Between Thursday, 24th and Friday, 25th of November, 2023, every visitor or passerby within the precincts of Isaac John in the Government Reserved Area (GRA), Ikeja, must have noticed something unusual as the route was lined with cars of all shapes, models and sizes. Inside the imposing Radisson Blu, located in the highbrow street, showed the company spared no cost in returning the favours of their customers by giving them first-class treatments – a carnival of some sorts, worthy of every expression.
The event, which was the 2023 edition of the IDL Distributors Award, to reward customers for their loyalty, also included the re-launch of Teezers cocktail brand, and the unveiling of the new packaged products. But it was clearly beyond that by the other activities daintily choreographed to fit into the entire show. Like the fine work of a weaverbird the guests, right from their arrival on Thursday to the time they finally retired to their rooms, some in the early hours of Saturday, witnessed a sequence of events sure to remain in their memories for many years.
Emerging from their rooms on Thursday evening, the distributors and other guests were first treated to a dinner after which they sat down to enjoy a superlative performance by Nice, one of Nigeria’s current celebrated music stars followed by a welcome party that stretched far into the night, enabling them to meet, greet, mingle and exchange banters, amid tables filled with exquisite food and drinks from the company’s stable.
The next day was kicked off with a breakfast, health and business talks, followed with lunch, makeup, green carpets and picture sessions that preceded the major event of the awards and the unveiling of the new product and designs to the guests at the banquet hall of the hotel, which was filled to capacity with the guests.
The glittering presence of some of Nigeria’s A-list celebrities in the Nollywood and BBNaija brands, accentuated the kaleidoscope of colours from the gaily-dressed awardees, guests, management and staff of the company, as well as their friends and well-wishers, which blended with the interludes of musical performances to create the perfect concept of entertainment, enjoyment and pleasure.
IDL management with some of the awardees
Aare Hope Gbagi, IDL’s Head of Sales, captured the raison d’etre of the event when he told the audience it was the company’s idea of rousing their major stakeholders – the distributors out of their daily routines of business to a different arena of relaxation, necessary for their physical and mental health, particularly considering the stiff and challenging economic situation in the country.
Congratulating the distributors, whom he said deserved special welcome for surviving the harsh business climate in the country, particularly the various challenges of the year 2022, he added: “This ceremony presents us with a unique opportunity to pull you our distributors out of your daily routines of buying and selling to a beautiful atmosphere to unwind and relax and by this idea, contribute our own quota in improving your mental health, which is part of our discussions earlier this morning.”
Elaborating on the necessity to fete the distributors, Engineer Patrick Anegbe, Managing Director of the company, said the event was a testament to the amazing partnership IDL shared and the impressive achievements both accomplished together in-spite of the unfavourable business environment in the country.
He said: “Today, we embrace the theme “Beyond Limits” which perfectly reflects our collective journey of surpassing boundaries and pushing ourselves to new heights. Each and every one of you have steadfastly navigated through challenges and persevered in the face of adversity. Your dedication and unwavering commitment have uplifted our business to new levels of excellence.
“To be more specific, the Theme, “Beyond Limits” to you our distributors implies:
- Experiencing products that go beyond your expectation.
- Experiencing opportunities in sales of both successful and new brands for the growth and success of your business.
For us in IDL; the theme implies:
- Showcasing innovative products.
- Strengthening customer loyalty and building long term partnerships.
- Highlighting the company’s commitment to continuous improvement and pushing limits.”
Speaking specifically on the challenges, he added: “One of the most significant challenges we faced as a manufacturing company and partners was the high cost of doing business. Market conditions became increasingly unstable; prices of input materials continued to rise almost on a daily basis; energy cost went up due to high cost of diesel. The foreign exchange (FX) required for raw materials, equipment and spares was not readily available and our roads continued to remain in deplorable state, making movement of goods from one part of the country to another difficult and expensive.
“Our dear business partners, despite the unfavourable business environment you had to contend with in 2022, your performance at the end of the year was impressive. This is indeed commendable and we are sincerely thankful to you all.
Dorothy Anegbe, displaying her trophy
“IDL as a company also strived relentlessly in 2022 to tackle the challenges encountered head-on through strategic planning, operational efficiency and investment in technology. We have pioneered processes that empowered us to thrive in the face of adversity. To ensure more availability of our brands to our esteemed distributors the future, we have invested heavily in capacity building. You will therefore start to notice improvement in supplies of our products from the beginning of next year.
“We will continue to exhibit our strength in research, new products developments and innovative activities to keep our brands above others in Wines and Spirits industry in Nigeria and make doing business with us more interesting. I want to make a passionate appeal to our valued distributors to always ensure that you buy across the range of our brands whenever they make purchases. This will ensure improve growth and profitability for your business.”
The introduction of the Teezers cocktail brand, which also now comes in three flavours of orange, ginger and lemon to the audience, clearly underscored the reason IDL maintains a leading role in the entertainment industry, where premium drinks remain the major partner. The audience watched as the performance of a group of young men and women told the story of its re-launch through a breathtaking choreographic show, decked in suspense and eventual revelation.
Mobolaji Alalade, the company’s Head of Marketing, who put the show together, explained that the fresh move came out of the need to close the gap of the limited cocktail variants in Nigeria with the needs of the consumers.
Hear him: “Today marks a new beginning – a beginning of changing the fun narratives within the Cocktail Sparkling Drink Category of the Wines and Spirit business in Nigeria and Africa at large. This game changer is the relaunch of Teezers Lime/Lemon as well as the Teezers Apple Sparkling Cocktail Drink and the introduction of two brand new variants -the Orange Flavour and Lemon and Ginger Flavour which is non-alcoholic.
“With the limited variant options available within the Cocktail drink category, the highly youthful Nigeria population have been yearning for more fun options. Intercontinental Distillers Limited (IDL) equipped with research findings and consumer feedback rose up to the challenge of closing the gap and has now redefined the category with the revamp and consequently the relaunch of its already existing variants as well as the two new exciting additions – Teezers Orange for those who love the refreshing citrus flavour and the sense of energy its vibrant colour gives, while the Lemon and Ginger non-alcoholic flavour will cater specifically to children and teetotallers so as to ensure no one is left out.
Some of the celebrities at the even
“Today, Teezers Sparkling Cocktail Drink has been upgraded from 300ml to 400ml in a contemporary, trendy, easy to carry bottle definitely offering our Consumers more. The brand label has been redesigned in sync with the spirit of the new age while the logo now radiates the elegance and youthful fun filled nature of the brand.
“Apart from presenting to you the new look of Teezers and the new additions to its variant bouquet, we unveil our new marketing campaign ‘More fun’ which underscores the brand’s unique preposition as the Master of Fun. As such, the brand will be engaging directly with the core consumers across all leisure destinations at all touch points in Nigeria.”
Indeed, the event, packaged by ISO-BLACK Concept Limited, a vibrant multi-channel brand communication solution and support services concern, lived up to its billing as the Master of Fun in Nigeria. The huge success of the third edition of the agency’s involvement, which included the design, deployment and execution of all the programmes, not only underscored a full grasp of the environment, but provided a demonstrable evidence of taking the gown to town in the fun business.
Anegbe
For the over 300 distributors that were feted at the occasion, and others who did not make list, the words of Dorothy Anegbe, Managing Director, Ogbohu Nigeria Enterprises, Sango Ota, who picked the star prize during the event, would continue to ring a bell.
“I pray that God should continue to be with them. They will grow from strength to strength and we will be able to come here and collect award.
How else to prove a partnership that works and the saying that indeed, for IDL and its stakeholders, business and pleasure indeed do mix.
By Sunny Igboanugo
Despite consistent usage, it has remained a powerful reality, the age-long saying that the drum sounds for a great man – in life and at death. Rather than becoming a tiring cliché its reality continues to emerge as demonstrable evidence from time to time.
So, when on Sunday, October 26, 2025, the cap lowered on the head of Ben-Chuks Nwosu – astute lawyer, consummate politician, inimitable humanist, gifted public speaker and foremost community leader, it was not just another historic event, many of which have trailed him over the years, but a clear statement on the persona of the former Speaker of the Anambra State House of Assembly – one meant to capture his import as a man who has conquered his territory and etched his name permanently on the sands of time.
The versatile lawyer and politician, was among the influential figures assembled for special recognition by Igwe Keneth Orizu 111, Monarch of the Nnewi ancient kingdom – one of the iconic traditional stools in Anambra State – to mark his 100 years of age and 62 years on the throne, as one of the features of the historic event.
The monarch, the oldest and longest reigning king in Nigeria was emphatic on why Nwosu made that list – it was an acknowledgement of his positive contributions, not only to the development of the ancient town, but to the advancement of humanity in general through his engagements in many aspects, especially his chosen career of law and his vocation as a politician.
Ostensibly, the royal father wanted to make that statement both as part of the records of his reign and to demonstrate the essence of the biblical saying – to whom much is given, much is expected – and how this son on of Nnewi land had over time, fits that bill perfectly.
For instance, not only the monarch, the people of Anambra, if not the conscious world, bore and still bear witnesses to how, the primus inter pares of the Anambra legislature, Nwosu unsheathed his sword from the scabbards to confront the political hounds that attacked the state at that time, in defence of his territory – democracy.
The echoes of that historic period in the state, have continued to reverberate across the firmament, while the imprimatur has continued to be evident in demonstrably bold terms even now, as the doyen has again donated himself to yet a fresh battle – that of rescuing the people of Anambra from the abyss of despair as the state approaches the edge of the precipice where the current minders are driving it, through bad policies and unwholesome politics.
Currently, the Chief of Staff (CoS) of the John Chuma Nwosu (JCN) Campaign Council, the ex-lawmaker, has become a central voice for the new advocacy in Anambra by JCN – the man, who has taken it as duty to rescue the state and reverse the evil political vehicle, fast galloping towards that inevitable destruction.
Ndubuisi Nwobu, Deputy Governorship Candidate of the African Democratic Congress (ADC), at the hosting of members of the council at a reception organised at his Nnewi country home, shortly after the event at the Igwe’s palace, spared no words in acknowledging this aspect of the former Speaker’s persona, particularly his contributions to both politics and human development in Anambra State and beyond.
Nwosu takes traditional greetings with Igwe Orizu
For Nwobu, himself one of the biggest names in Anambra political arena, bearing the scars of its different political wars, it was a recognition of a fellow warrior in the battlefield and a colleague in arms, whose contributions are vital for the mission at hand.
The former Chairman of Awka South Local Government Area and former Chairman of the Peoples Democratic Party (PDP), who represented the governorship candidate at the event was emphatic in guaranteeing that Nwosu would neither relent or be deterred by the arsenal of war being assembled by the anti-democratic, anti-progressive and clearly negative forces in the state, who seem intent on relentlessly asphyxiating it of life.
Hear him: “There is greater work ahead and I have no doubt in my mind that you’ll live up to expectation, because your passion for the service to mankind is exceptional. Whatever you set your mind on, you pursue it with so much gusto and vigour, as if your life depends on it. For you, there’s always no going back.
“Congratulations. The entire campaign council greets you. We thank you for what you have done and have no hesitation in our belief that with your contributions to this onerous task, we’re going to triumph. Remain strong. May the good Lord continue to strengthen you in the name of Jesus.”
Before Nwobu spoke, Prof. Zelinjo Igweze, Director, Women Mobilisation and Dr. CC Okeke, Deputy Director General (DDG) Political Matters, had also spoken in the same manner, paying glowing tribute to the Nnewi-born political juggernaut.
Ike Iwenofu, accomplished Engineer and Director General of the council, had earlier in his tribute on behalf of the members, also acknowledged Nwosu’s towering profile and invaluable contributions to the campaign efforts.
He wrote: “The entire John Chuma Nwosu Campaign Council bursts with joy as we celebrate our indefatigable Chief of Staff, Rt. Hon. Barr. Benchuks Nwosu, on this glorious day of honour and recognition by His Royal Majesty, Igwe Dr. Kenneth Orizu III of Nnewi, during the historic Centenary Birthday Celebration.
“This royal honour is not just a mark of distinction, but a celebration of character — a recognition of your steadfast loyalty, uncommon humility, and tireless service to humanity and our great movement. You have continued to distinguish yourself as a pillar of strength and a shining example of leadership, loyalty, and integrity. Your honour today reflects the values we hold dear — service, excellence, and commitment to the greater good.
“We rejoice with you, Ogbalike Nwachinemelu, and pray that this recognition opens even greater doors of favour, grace, and impact in your journey ahead. A thousand cheers to a worthy son, a noble leader, and a loyal ally!”
Nwosu with Nwobu
But for the man of the moment, the event evoked memories decked in family history, particularly depicting a family of warriors, whose essence was captured in the roles they played in defence of the territorial integrity of the Obuofia Nnewi enclave in the years of yore.
He tells the story: “My father, Nwoke Modo was a warrior and it became his assignment to move from Obuofia to wage wars against our attackers. Where we live now is called Agawana, meaning war trenches. So, Eze Ugbuonyanta, the great grandfather of the person that gave me this title today, named him Ogbalike. That means, when things get tough, he is invited.
“So, when this came up about a year ago, I told the Igwe that I had a senior brother, but they said the knew the history, but that this was given to me in recognition of the special role I played as Speaker, particularly during the impeachment saga (of former governor, Peter Obi.)
“They said I proved some genetic trails when I did not betray him as then Chairman of the Anambra State Traditional Council and I did not betray Dr. Dozie Ikedife, who was the President General of Ohanaeze Ndigbo. So, this has been in the making for more than a year. In line with tradition, I had to let my elder brother know and he gave his consent that I could go ahead and take our grandfather’s title. That’s what I have done today. Since he was a warrior, they felt that the role I had played in Anambra politics akin to that of a warrior, hence the title.”
With this historic aspect, it might no longer be surprising to anyone the line the former Speaker is toeing, why his battle-weary body is lacerated with the scars of war and why his path both in politics, law and other endeavours is strewn with courage and forthrightness. It lives in the family – an acknowledgement that Ogbalike Nnewi is not just a title, it is history!
By Sunny Igboanugo
“If a man is called to be a street sweeper, he should sweep streets even as a Michaelangelo painted, or Beethoven composed music or Shakespeare wrote poetry. He should sweep streets so well that all the hosts of heaven and earth will pause to say, ‘Here lived a great street sweeper who did his job well.” – Martin Luther King
On the evening of Thursday, October 2, 2025, I was one of the scores of faces at the Lagos Continental (LC) arguably one of the most prestigious hotels in Nigeria today – an imposing sightful structure somewhere on Kofo Abayomi Street in Victoria Island in the nation’s commercial city. By the way, it is advetrtised as the tallest hotel in the whole of Africa.
I nearly cursed my ill-luck for being in Lagos at the time, because outside Lagos, I would have had a more cogent and verifiable reason not to attend the event. When my boss forwarded the invite to me on WhatsApp, I had paid little heed to it, knowing it was not a place for me.
But then, my boss informed me later that I was going to accompany him. That was when, as the Americans would say – the nickel dropped! All attempts to hedge and dodge on the matter, were conveniently dismissed. I had hoped the – strictly black-tie event, also inscribed on the card, which sounded more like a warning than information – was going to be a convenient excuse. But it wasn’t.
“Then go get them. They’re in the market.” That was my boss, when I complained that I wore suits and ties last some 20 years ago and that my wardrobe had warned me that they were now an anathema and no longer welcome within its bowel.
I had actually read an interview, where the late Prof. Chukwuemeka Ike, famous academic and later monarch of Ndikelionwu community in Anambra had once warned that even at death someone put a tie on him, he would wake up and strangulate the person with it.
I shared the sentiments behind his position, but thank God, mine wasn’t that extreme. So, I did get one and attended the event. In the end, I was glad I did, because had the bolts and nuts, bits and pieces, odds and ends of my sentiments stopped me, I would have missed one of the greatest events I ever witnessed in my over three decades stretch in my career as a journalist.
Yes, only a “one kain” journalist – to use the Nigerian parlance would have spent such a long period on the job and still be too fascinated about dinners, banquets, luncheons. For me, they hold no special place, especially those involving crossing seven wildernesses and seven seas to attend, such as driving in the drudgery and tortuous Lagos traffic to do so, more especially late at night.
Not only have I attended tonnes of them – at the instances of government houses, political organisations, global institutions, corporate bodies, foreign embassies – and gained therefrom experiences that would last me a lifetime, but my palate has become so saturated from the diverse cousins and dishes, at each point, some tasteful, others banal that my taste bud itself is now confused. In other words, I have other ideas of killing my time.
So, trust me in giving my honest review on this one when I say it is one of the grandest I have ever experienced, if not the grandest. I can’t possibly recall a grander one. This became evident from the first step I took into the foyer of the third floor of the imposing structure, leading into the array of immaculately-attired men and women sharing drinks and having hearty conversations – of course – virtually all in black ties or something resembling it.
I would have mistaken that Thursday’s breathtaking experience for the grandeur of the ambience were it my first time here. But apart from attending several other functions within, LC was one of the preferred choices of residency for my former Minister boss, whenever we travelled to Lagos from Abuja, especially if the function had to do within Lagos Island. So, I was somewhat on a familiar ground.
This is the creation of human mind and construction of human hand, I said to myself, as I eventually sat in my corner inside the dinner hall from the cocktail arena, where I was ushered to by one of the delicate-looking but professionally nuanced ladies aiding the guests.
Having quickly switched on to my professional garb, I began to watch the scenery continue to unfold, thenceforth, pretending to mind my business, while actually minding other people’s businesses, which is actually my business and the business of every journalist.
At The Guardian in those days, the primary injunction to reporters, was to look out for something unique – something that must have missed the eyes of other people – it was one of the elements that made it the flagship of Nigerian journalism at that time.
I took in every detail of the sequence – strung together like the delicate knitting of a weaverbird. Like the fine brushstrokes of Michelangelo’s The Sistine Chapel or Leonardo da Vinci’s Mona Lisa, the choreography was a complete work of art – complete in its forms and ideas. It was a kaleidoscope of concepts and colours.
I took in the assemblage of the guests. It was not only a full rollcall of Nigeria’s high and mighty but a clear statement on the country itself in terms of how the sharp differences in its diversity could melt away and like a good seasoning, enhance the taste of the food rather than destroy it.
Even the menu presented its own allure. The literature on each food and drink, was delivered to the minutest details in specific language couched in elegant prose that presented in itself a mastery of its own art forms.
Finding ukwa – cooked breadfruit seeds, mashed in African red cooking oil with a sprinkling of chili-pepper sauce and served with a choice of dried fish sauced in native spices – my own words since I couldn’t remember how it was captured – among this list, was heavenly. I could give a finger for this unique Igbo delicacy.
Then came the entry of Benedith Orama, the man of the moment. It was decked in its own unique fanfare obviously directed at interpreting his persona. The well-choreographed theatre, bespoke of not only originality, but itself a study in pure creative skill. With all eyes turning to the entrance, at the sounding of the opi, the picturesque characterisation showcased a man who despite conquering at the global environment, had not lost touch with home.
Opi, an Igbo trumpet accompanies only great men – not only titled men, but great achievers. In tow were the masquerades – the Atumma – elegance and beauty, the Okwomma or Mgbadike for energy and valour and of course the old, fearsome one for wisdom and authority – depicting Orama’s diverse but complete identity as a man of many parts.
Put together by Fidelity Bank, Plc, the event, titled: Celebration of a Titan, was a way of honouring the erudite scholar, author and Professor of International Trade and Finance, as he bows out as President and Chairman of Board of the African Export-Import Bank (Afreximbank), where he had served since 2015.
Summing up the entire package, left me with little imagination on why the bank maintains a prime position at the top level of Nigeria’s financial industry over the years despite all odds. I was not the more surprised that the person that curated the scenic choreography is the same Nneka Onyeali-Ikpe, the Managing Director and Chief Executive Officer, whose transformational identity has attracted immense celebration locally and international.
Such flawless, pin-drop efficiency, as was on display on Thursday, could only be achieved by someone not only with eyes for the minutest details but with the ability, capacity and authority to employ such attributes to create things beyond the average.
As she mounted the podium to speak, I quickly ran a further check to update my knowledge about her stint in the bank and discovered that virtually everything about her were in superlatives. Lawyer, administrator with PhD honoris causa in Business Administration from the University of Nigeria, Nsukka (UNN), Officer of the Order of the Niger (OON) – The Banker of the Year 2022 –-Best Banking CEO Nigeria 2023 – Top 25 CEOs in Nigeria, etc., it was quite a mouthful.
But beyond this tall profile on paper I could decipher the more distinct and compelling attributes that only well-trained eyes for details could fathom. Even hidden behind the glittering allure – beauty, elegance, ornamental wardrobe – that accentuated her femineity as she stood there on the podium to welcome her guests, they still stood out – intelligence, power and authority – elements that when nailed together with education and long-term experiences are bound to create the strong platform for the erection of the formidable edifice that Fidelity Bank has become under her watch.
That the institution was among the first to meet the new capitalisation threshold – just few months after the Central Bank of Nigeria (CBN) announced the new policy, might just as well be attributed to the visible display of grit, passion, focus and competence.
Quietly taking everything in from my vintage position at my table and gobbling down every aspect of the event including the classical choral performances, poetry renditions, and sizzling displays by the legendary Theresa Onuora of Egedege Dance Group and Flavour, Nigeria’s celebrated singer and performer, I began to surf through the history of powerful women across the globe to ascertain in which genre the top banker could fit in perfectly.
Margret Thatcher of Britain, Aung Sang Suu Kyi, the Myanmar politician and leader, Angela Merkel, former German Chancellor, our own Ellen Johnson Sirleaf of Liberia. Though great women of history none fitted into the character I was looking for.
Then it hit me! Madelein Albright – first United States female Secretary of States. Sweeping through the assemblage with my eyes, many of the characterisation in “Madam Secretary” – where the iconic US top diplomat told her own story in that highly-acclaimed autobiography came to the fore and began to play out before me like a reel from the cinema tape.
Only the mental acuity, rare intelligence, power of influence and the ability to harness and manage both human and material resources, with which Albright held together the Bill Clinton administration, making it one of the most memorable in recent US history, could gather the quality of individuals, create the ambience to capture and sustain their interests far into the night and ultimately lead to such loud applause at curtain-fall on that Thursday.
Now, as I sat, capturing all the moments, a thought also flickered through my mind. I began to imagine this iconic banker and achiever in the garb of a governor – particularly that of my state – Anambra,. Certainly, her type is the best advertisement anyone could make for women in power. Hers could achieve more results than just wordy advocacy and even legislation.
I won’t be surprised to hear that one United Nations agency or global institution has head-hunted and taken her away from our clime to a place where her talent would not only blossom, but where it would be best appreciated.
But before that happens, it would be my remit to use every opportunity to inform her that whenever her stint ends on this her present job, some of us will be waiting with a greater assignment back home, to her birth place.
Don’t be surprised. The next time you see yours truly, it might be in the streets protesting and mobilising in lieu of this project. For such a project, I could swim across the River Niger without life jacket to make it happen.
Leg crossed, sipping my drinks contentedly and waiting to call the party sometime in future, it will be more appropriate to say: Take a bow, Dr. Nneka Onyeali-Ikpe, our own Madelein Albright – not the US Madam Secretary – but Nigerian Madam Banker! Take a bow, Achalugo, Ugobeze, Nwa-afo amuchara amucha. Take a bow, Adadioramma!
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