Seaman’s deepens cultural push with Iwe Ala partnership

Seaman's Schnapps is deepening its cultural engagement by partnering with the recently released Yoruba film, "Iwe Ala (The Book of Dreams)," serving as its Official Cultural Partner. This collaboration follows the brand's notable presence at the 2026 Ojude Oba Festival.

The partnership was officially marked with a film premiere that drew filmmakers, cultural stakeholders, traditional rulers, and industry professionals. The event served as a celebration of Yoruba identity, history, and values. A ceremonial opening was performed by the Elegushi of Egushi Otta, Oba Maroof Alagbe, who offered traditional prayers for the film's success, utilizing Seaman's Schnapps.

Directed by Adeoluwa Owu, "Iwe Ala" is set against the backdrop of the Ojude Oba festival and delves into themes of family, identity, legacy, and betrayal. The narrative centers on a tailoring dynasty striving to protect its reputation amidst internal conflicts leading up to a significant cultural celebration. The film features a cast including Mercy Aigbe, Owobo Ogunde, and Dele Odule, and has garnered attention for its storytelling and visual depiction of Yoruba culture.

Gbemileke Lawal, Marketing Manager at Nigerian Distilleries Limited, stated that the partnership aligns with the brand's belief in cultural storytelling for identity preservation. "Culture is one of our greatest assets as a people. It shapes who we are, preserves where we come from and guides where we are going," he said. Senior Brand Manager, Seaman's Schnapps, Nnenna Uche-Onyenacho, added that the brand remains dedicated to platforms promoting cultural continuity through contemporary creative expression.

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Culture is one of our greatest assets as a people. It shapes who we are, preserves where we come from and guides where we are going. Our role as Official Cultural Partner of the Iwe Ala premiere reflects our commitment to supporting authentic stories that celebrate our heritage.