OnTap Magazine

34 | Summer 2024 | ontapmag.co.za our physical presence into a place where people feel invited to participate in our story firsthand, which is something you can’t fully replicate through online marketing alone. MERGING BRAND WITH LAGOS CULTURE For a brand like Bature, “contextualising outreach” means tapping into the cultural lifeblood of Lagos. The city is synonymous with creativity, and its people are known for their resilience, innovation, and artistry. This context informed every decision we made in reaching out to our audience and building a brand that felt deeply rooted in Lagos’ cultural identity. Bature’s outreach has always been about blending our brand with the vibrant arts and music scene in Lagos. For example, one of our most celebrated collaborations was Shakara, a beer made as a tribute to renowned musician Fela Kuti using art by Lemi Ghariokwu—'The King of Covers’—known for his work designing album covers for Fela. This collaboration wasn’t just about adding visually striking designs to our brand— it was about aligning with a legacy of respect and connecting on a deeper level. Lemi’s art reflected the rebellious, creative spirit inherent in our approach to brewing, and this synergy created something truly memorable for our audience. Another part of contextualising outreach has been staying involved in local events that already hold meaning for the community. By participating in and sponsoring music festivals, art exhibitions, and even food festivals, we were able to embed ourselves in spaces where people already feel a strong connection. Our brewery became part of the fabric of these events, allowing us to introduce our beers as an extension of the experience rather than an interruption. We also saw that embracing digital outreach—specifically, social media— allowed us to reach a younger, more affluent audience that’s eager to support local brands with a story. Social media lets us tell our story in real-time, showcase events, feature collaborators, and give our audience a window into what we’re building at Bature Brewery. By contextualising our online presence as a true extension of our physical space, we’ve been able to bridge the online and offline communities, giving our audience a reason to feel engaged and excited about visiting us in person. BUILDING COMMUNITY THROUGH EXPERIENCES One of our proudest achievements at Bature has been transforming our brewery into a key attraction in Lagos. As quoted recently by Nigerian singer Made Kuti himself: ‘The Shrine of the Island’. This wasn’t initially part of our core strategy, but it quickly became clear that if we wanted to become more than just a beer brand, we needed to become a gathering place for Lagos’ creatives, thinkers, and explorers. Lagos is a city that thrives on social interaction, and we realised early on that our brewery could be more than just a place to drink—it could be a destination for people to connect and celebrate . By designing our space to be flexible and open, we created an environment where events of all kinds could take place, from live music performances and art shows to workshops and themed experiential events. This strategy gave us a unique way to introduce our beer to new audiences. For many visitors, their first experience with Bature isn’t just buying a drink— it’s attending an event, meeting new people, and feeling part of a community. By the time they leave, they’re not just customers but brand advocates who’ve had a meaningful experience associated with Bature. Creating this kind of space has also Bature uses digital outreach to connect with a younger audience i.e. with their Brixton Brewery collaboration above Artist Lemi Ghariokwu at work And the label he designed for "Shakara"