Nigerias’ Beer Club Patronage Soars Despite Economic Recession

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Despite complaints and lamentations over what they describe as intolerable hardship staring out at them, many Nigerians still congregate at taverns and beer parlours where they claim to be beating recession by drinking the hell out of their soul. In this report, GEORGE OKOJIE went round to look at activities at some of the numerous drinking joints and night clubs in Lagos.

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Africa-beer-GettyThe resolve by most Nigerian men to relax at beer parlours on daily basis after work is not negotiable irrespective of the economic situation they claim to have found themselves. This has further been proven by the soaring patronages at beer palours in many parts of Nigeria amid the biting economic recession rocking the country.

LEADERSHIP Weekend’s sojourn in some popular beer parlours in Lagos showed that the  joints have remained hotspots for single professionals, young adults, football enthusiasts, and business class who want to connect and have a great time over drinks, food and music.

Despite the economic downturn in the country that resonates with hunger and untold sufferings, the men found in convivial mood at beer parlours said they prefer to relax alone or with friends at a bar during weekends or after a hard day’s work. Proliferation of beer parlour in urban centers, populated with exotic cars brought by the high and mighty give credence to the fact that it is one of the fastest growing business in the country.

Interestingly, the drinking joints have become a sort of parliament where topical social, political, economic and other national  issues are freely debated in accordance with individual understanding of the subject matter.

While the professionals among them are prepared to educate fellow drinkers about  developments in different circles, the common man in the house is also free to make his contributions in any of the version of ‘Englishes’. If at all there is anything like that, it is spoken in beer parlours. In fact, it is the taverns that those who wish to know the distinction between English and ‘Englishness’ should turn to.

These contributions before one knows it, elate the atmosphere, providing comic relief for listeners fondly referred to as real men participating in discourse on national issues. The recently discussed issues revolves around restructuring of the country, the change agenda of President Muhammadu Buhari-led government and crime wave, among other gossips.

Tough times breeds tough tycoons. Beer parlour owners, aware of the present economic reality in the country, have since devised a way to survive and flourish in their business by ensuring their teeming customers are served chilled champagne, red wine and beer often served with snail, beef or chicken barbecue and fish or assorted meat pepper soup.

They have also leveraged on the huge popularity of sports like football in many parts of the continent, adopting a common tactic of having big-size TV sets on the premises to attract customers. In some of the beer parlours, there are sometimes live bands hired to provide entertainment for the customers.

Come hell or high waters beer parlours in most urban and rural parts of the country have increasingly in recent times become top recreation destination for single and married adults who most times rely on the high level beer parlour camaraderie to get themselves satisfied in their drinking spree adventure.

Experts say social and night life businesses have continued to boom in this part of the globe because high percentage of its population are young and vibrant people.

A McKinsey Global Institute research showed that Africa has the world’s youngest population  with more than 50 per cent of its people still under 20 years of age, compared with only 28 per cent in China. The 16 to 34 age bracket now accounts for roughly 55 per cent of income. Since Nigeria has the largest population in Africa, its overwhelmingly young and brand-conscious youth has contributed to the country’s thought-provoking profile as one of the world’s largest consumer of champagne.

Available statistics show that in 2011 alone Nigeria consumed more than $40 million worth of champagne to become the second largest consumer of the product in the world ahead of rapid growth and established markets like Brazil, China, USA and Australia. Nigeria’s champagne consumption is projected to exceed $100 million in 2017.

While champagne is often used to show class distinction in some highbrow bars, beer appeals to all sections of the gathering being the cheapest and most affordable of all brewed and distilled alcoholic drinks.

A regular beer parlour kingpin, Andrew Elezeh told LEADERSHIP Weekend in one of the popular Lagos beer parlours in Ikeja part of the state that economic recession has nothing to do with beer drinking.

He said,” I am quite comfortable here with my friends. This is my second home. My wife and kids know I am here. Where people get money to drink beer is not the problem, that is question for the kids, provided the beer is available the bottles will come down to your table. You don’t need to have money in your pocket to enjoy in Nigeria beer parlours.

“We are our brother’s keepers. All you need is just to belong and be a happening guy. Today, it may be your turn if you are loaded to declare for guys. Tomorrow when you don’t have another friend will have and you still enjoy yourself and wipe away this sorrow and problem of no money in the country.

“Do you know since the beginning of the week I have been stopping here after work and my guys have been taking care of me. It is good to be your brother’s keeper. What will I go sit at home and be doing after work? Am I a woman , when I am not sick! No it is not possible”.

As far as Seun Odunlami is concerned, visiting beer parlour is about cooling –off after a stressful day of. According to him, it is also a means of networking and bonding.

He said, “It is not about drinking alcohol alone. It is a real life forum. People these days go about venting anger on others. This anger is usually caused by frustration but if you mix with people in beer parlour joints and share your problem with them you discover that a problem shared is half solved.

“We must find a away to relieve yourself of stress and thinking. If you lock yourself up at home depression sets in but when take a stroll to beer parlour , listen to others you will discover what you call problem is not actually problem. Right there you will get solutions to the problem.

“Most business ideas spring up from discussions over a bottle of beer. Long lasting relationships could start from the beer parlour. Agree some miscreants abuse alcohol and misbehave but a good number of others strategize from such places and hit targets.”

For Mr. Feranmi Gbolahan a beer parlor owner, beer parlour business is a good business that spins money at all times.  Hear him, “This a big joint in Lagos you can see that it is always filled .it is mostly a night thing and my customers can park their vehicles everywhere outside, relax in here , listen to music , watch football and there are happy. We get customers too in the day time but as much as we get in the night.

“The reason we are always together is simple, after the day job people like to relax in beer parlour joints, meet with friends to enjoy themselves. It is not nothing much. With N100, N200 , N500 you can buy a bottle of drink or just cigarette  and relax well in a beer parlour. We offer some of our big time customers credit facility. These are guys well known to us.

“They can drink as much as they can and by month end they pay. We have Point of Payment (PoP) device here if you are out of cash you use PoP to pay for what you they consumed. One or two may have issues of payment but most times they pay and we open new accounts. This wahala about dollars has not really affected the price of beer.

“People can still take their brand of beer be its Gulder, Star, Stout (Big and Small), Trouphy , Hero and Heineken. A bottle of Gulder , Star or Harp, cost N250 in the bars like mine and the wholesale price is still N200 per bottle. Those selling more than that also have their reasons for it. It is business you know, what I mean. With this business I not bugged down with the present austerity in the country. I can conveniently take care of my family, needs and pay those working for me”.

Also encouraging the habit of trooping to beer parlour joints is the latest report by a group of researchers at the University of Porto, in Portugal that barbecued meat, popularly known as suya in Nigeria is healthier when cooked and eaten with beer.

According to the lead author of the study, the recommendation of published in the Journal of Agricultural and Food Chemistry, Dr. Isabel Ferreira was given following results of various experiments conducted by the scientists.

Ferreira explained that cancer-causing chemicals and molecules such as the PAHs are formed through the process of grilling or barbecuing meat and some chemical in beer could neutralise these free radicals.

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